A01 chaf6542 06 se fm indd

e‑channel service contribution

 gives an indication of the proportion of  service-  type 

processes that are completed using electronic channels. Examples include e-service (propor-

tion of customers who use web  self-  service), e-procurement (proportion of different types of 

purchases bought online) and administrative process facilities used via an intranet or extranet.

Box 5.4

Conversion modelling

A widely quoted conceptual measurement framework based on the industrial market‑

ing concepts of purchasing decision processes and hierarchy of effects models, which 

can be applied for conversion marketing, was proposed by Berthon et al. (1998). The 

model assesses efficiency of offline and online communications in drawing the pros‑

pect through different stages of the buying decision. The main measures defined in the 

model are the following ratios: