| Abstract [eng] |
Sales Process in E-Space Evaluation and Possibilities for Improvement( in the Case of UAB „Kristiana“) These days it is impossible to envisage successful growth of a company’s activities unless the company uses information technology and internet progressively. Therefore, the E-sales process can be mentioned as one of a company’s methods of expansion, which enables the company to increase sales and gain a competitive advantage. The use of E-sales makes it possible to create another channel of distribution for the company’s production and to successfully add value for the consumers. In order to survive in a competitive environment, the E-sales process has to be constantly improved and upgraded. The objective of this Master’s thesis is to prepare a theoretical assessment model of the E-sales process and to check the model using UAB Kristiana as an example. The tasks formulated in order to achieve the set goal are: to analyse the theoretical aspects of assessing the E-sales process; to prepare an E-sales process assessment model; and using the model prepared, to determine directions for improving the UAB Kristiana E-sales process. The research methods used were a partially-structured qualitative research interview and a quantitative research questionnaire survey. Five company managers took part in the partially-structured qualitative research interviews. The purpose of the interviews was to clarify the company managers’ views about the possibilities and methods for improving the company’s E-sales process. The quantitative research questionnaire survey was completed by 308 UAB Kristiana consumers who had used the company’s E-sales process. The purpose of the questionnaire survey was to clarify consumers’ opinions about the company’s E-sales process and which aspects of it could be improved. It was determined that the main goal of improving the UAB Kristiana E-sales process is to increase the company’s profits, which can be done by attracting a larger number of consumers and increasing the accessibility of the E-shop. Customer service quality and satisfaction can be increased by obtaining and analysing information about the customers’ behaviour, and by installation on the E-sales website of a direct link for customers to contact the company. The main weaknesses of UAB Kristiana in the E-sales process are a shortage of funds and much-needed specialists; and also the company management’s attitude toward the necessity or benefit of such a project. Improving the UAB Kristiana E-sales process would increase the company’s profits, due to an increased number of customers and greater loyalty among existing customers. Such an improvement would enable faster reaction to changes in the external environment, which would create possibilities for UAB Kristiana to gain a competitive advantage.  . |
