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Organizational Level

Vol. 2, No. 2

International Business Research

Differentiation Strategies of Internet Retailing (Unique, Value and Return): A Focused Web Evaluation into Airline Service Provider
Mohd Zulkeflee Bin Abd Razak School of Labuan International Business and Finance Universiti Malaysia Sabah, Labuan International Campus Jalan Sungai Pagar, 87000 F.T Labuan, Malaysia Tel: 60-87-460-512 E-mail: zulrazak@ums.edu.my

Azleen Ilias (Corresponding author) School of Labuan International Business and Finance Universiti Malaysia Sabah, Labuan International Campus Jalan Sungai Pagar, 87000 F.T Labuan, Malaysia Tel: 60-87-460-517 E-mail: neelza80@yahoo.co.uk

Rahida Abdul Rahman School of Labuan International Business and Finance Universiti Malaysia Sabah,Labuan International Campus Jalan Sungai Pagar, 87000 F.T Labuan, Malaysia Abstract Differentiation is defined as the process of adding a set of meaningful and valued differences to distinguish the company’s offering from competitors’ offerings (Kotler, 2003, p. 315). Karl Cluck of Razorfish, recommends that “online marketers must enhance the user’s online experience in order to entice potential customers to buy” (“New York E-Commerce,” 2000, p. 1). A company can differentiate itself by creating a unique customer experience such as superior customer service and in turn, brand the experience. Through experience branding, ‘firms can greatly improve their ability to retain customers, target key customers segments and enhance network profitability’ (Vincent, 2000, p.25). The internet interactivity allows companies to respond more quickly to customer requests. Moreover, the ever-increasing speed of the Internet allows companies to communicate more quickly with current and potential customers, which is essential to retaining current customers and attracting new ones. The main purpose of the case study is to review and evaluate AirAsia’s website by applying Seven Unique Differentiation Strategies to Online Businesses (site...