REVIEW OF RELATED LITERATURE AND STUDIES

Foreign

            The web has become an opportunity for the marketers to add value to products and
services.   The phenomenal growth and rising of the popularity of the internet and the World
Wide Web have become a key to attract more consumers and businesses to engage the benefits
of Electronic Commerce (E-commerce). This E-commerce is sited as any form of business
transaction in which the parties interact electronically rather than by physical exchanges or direct
physical contact (Aldin, Brehmer & Johansson, 2004). This has transformed the traditional
commerce and enhanced sales and exchanges of merchandise and information.  It is not just
considered as single entity of technology but a combination of technologies where applications,
processes, business strategies are necessary to do business electronically. The availability of
goods and services with the click of a mouse is changing the global setting.
Consideration of the websites design and operations are dependent upon the nature of business
activities and target consumers.

According to Burleson (2005), a website must be simple and focused site to succeed. One that is
easy to build, maintenance-free, low cost, trustworthy, and a powerful traffic-builder and
customer-converter. Having the right tool and the right product alone doesn’t ensure the success
of the website. To be effective, the Website must be designed with the target audience as
foremost consideration. Website designers must balance design considerations and capabilities
with client objectives and the consumer’s level of understanding in the modern technology
(Geissler, 2001).

            It is critical for companies to know how do they attract customers to their website, engage
them to turn into paying customers and also retain them in returning to your website.  Online
communications techniques used to achieve goals of brand awareness, familiarity and
favorability and to influence purchase intent by encouraging users of digital media to visit a web
site to engage with the brand or product and ultimately to purchase online or offline through
traditional media channels such as by phone or in-store (Chaffey, 2009).
Local
            In the Philippines, e-commerce is mostly being implemented by major retailers and
multinational corporations for bank-to-bank exchange. A number of Business-to-consumer
transactions have emerged through the years such as auctions, online shopping, and online
banking (Lacson, Pasadilla, 2006). This just shows that Filipino businesses welcome this new
opportunity in selling goods since 16% of the population is using Internet. This new marketing
strategy will not only benefit those big companies but also the small businesses who cannot
afford to advertise their products. Just by creating a website in a very affordable cost would
make the business grow in terms of sales and enhance the company image as well.

            Philippine firms have yet to fully tap the potentials of e-commerce that will help them to
compete in domestic and global markets. In the process of preparing themselves to conduct e-
commerce, these firms will be changing the way they do business.  These changes are expected
to have an impact on the welfare of Philippine workers. Most efforts to measure the economic
effects of e-commerce—including those on workers’ welfare—have focused on the U.S. and
Europe, who are considered to be the leaders in e-commerce. (Roberto, 2002) In general, it
discuss the changes in the nature of work from the front to back office is likely within the sectors
performing services Employment demand for these industry, they may be focused away from
agents and blue collared workers, toward higher management and executive staff.
            As Filipinos entered the 21st century, local e-commerce transaction reached Php 1
billiion. It shows that there’s at least one billion transaction sales growth annually. If this trend
continues, figures can reach up to Php 20 billion as more businesses conduct online transactions.
If significant economic growth takes place in the next 10 years, these estimates may even double
or triple (Toral, 2004).

            One indisputable benefit of e-commerce is its ability to reduce transaction costs. For
consumers or buyers, this is most likely to take the form of lower search costs and better
information on products and prices. There could be drastic savings in production and delivery
costs of electronic or digital goods as well. (Lee, 2006)

            Information and Communication Technology (ICT) has become and will continue to be
an integral part of the day-to-day life of every Filipino across all levels of our society. The
occurrence of communication technology around the world necessitates that government get on a
cohesive and coordinated strategy on how to prepare its citizens to survive, live and thrive in a
digital world.(The Philippine Digital Strategy Transformation 2.0: Digital Empowered Nation
2011) The main objective of the paper is to have a competitive society where everyone has a
reliable, affordable and secure information access in the Philippines.

LITERATURE REVIEW

Data mining is an older term but is gaining importance in today’s world. It is an art of
extracting hidden information from the large data sets. Sometimes it can be described as a
process of trawling for data to identify patterns which are previously unknown. Data mining
tools can help to uncover the hidden knowledge in the large datasets and help in understanding
customers in a better way. This paper reviews text mining basically online customer reviews.
Customers’ feedback in form of customer reviews plays an important role in forming
opinion of potential customers who build their perceptions and make decisions by analyzing
the facts and reviews of other customers. In this study, we conducted systematic literature
review of online customer reviews covering background, trend and factors influencing the
opinion of potential customers. We explored online customer’s reviews by collecting,
reviewing and synthesizing studies relating to online customer reviews published from 2015-
2020. The result shows that studies related to online customer review analysis increased during
the last 6 years. This review reveals online customer review analysis to be a promising
new area of research. We highlight open problems and actual research trends. In the end, we
conclude the paper by giving novel research trends in this field.

Data mining term is an older term but is gaining importance in today’s world. It is an art of
extracting hidden information from the large data sets. Sometimes it can be described as a
process of trawling for data to identify patterns which are previously unknown. Secondary data is
entirely concerned for analysis under data mining. In fact, data mining might be defined as the
process of analyzing secondary large databases to identify patterns that might valuable for
database owner (Hand, 1998). In marketing, increased choices available for customers as
well as intense competition make it difficult for marketing decision makers to take
decisions quickly. It has created a new pressure on them because it would be complex to
manage long term relationship with customers. But, to remain in the competition, firms need to
maintain long-term relationship with their customer. Firms can manage customer
relationship effectively only by understanding actual needs and wants of customers, rather than
some assumed general characteristics (Meade, 1997, Peppers et al, 1999). For this, data mining
tools can be used to discover the hidden information from the large datasets which further helps
in understanding customers in a better way. Furthermore, knowledge management efforts are
required in a systematic way to channelize knowledgeable information into effective marketing
strategies. (Shaw et al, 2001). Therefore, in the current environment, where fulfilling
customer’s preferences are utmost important, need of simple as well as integrated framework
for systematic management of customer knowledge is required. However, there are
insufficient framework to create the link between management and customer knowledge
extraction process. Studies on customer relationship have concentrated on various strategies
required to manage customer interactions whereas studies on data mining have focused on the
techniques. For true customer relationship management, integration of knowledge discovery
process with management is required and it can be used further for marketing strategies. This
will help marketers to address the needs and wants of customer on the basis of what marketer
knows about customer’s preferences, rather than generalized liking or disliking of customers.
As the market is becoming more and more competitive, organizations are looking for more
valuable insights from the environment to better understand customer needs and wants. They
are more focusing on increasing their number of customers and also finding ways to retain
existing customers. Formerly, most of the data was in structured and semi-structured form and
organizations were using it to retrieve meaningful information. But today’s scenario is complex
because 80% of the data generated worldwide is in unstructured form (Schneider, 2016).

           Literature Review(Zeithaml&Bitner, 2003)

In food delivery business Service Encounter does not happen frequently because in
online food ordering and delivery business there is no direct interaction with restaurants.
Consumers usually rely on information updated on restaurant search engine portals.
Customer make their choices, perception by reading reviews and ratings given by critics and
seasoned customers. Sometime phone encounters happen, but that happens between
foodordering & delivery Service Companyand customer. According to RedSeer Consulting
firm(www.redseer.com-Feb18)states that food delivery sector is continuously increasing
15% per quarter. William R. King , Jun He . (2006). Many researchers find TAM model
(Davis, 1989; Davis, Bagozzi, &Warshaw, 1989)very effective to evaluate the acceptance,
attitude and behavioral intentions of users towards new technologies. Mobile apps are
most convenient ways for ordering food. Due to rapid increase in mobile users, it has been
seen that there is exponential growth in online food ordering. Consumers find it very easy
to search on websites or apps to choose the food of restaurants they like. Reviews and ratings
given by consumers on websites isbeneficial for new customers in purchasing decisions.
Filtersare also added on websites and mobile apps to categorize and customize the order
according to consumer’s need. In business everyone is stakeholder. But most prominent
stakeholder is the customer. Delivery time is the most important and deciding factor in
retention of the customer. Employeesof the companiesalso understand that delaying the
ordermeans there is a high probability ofconsumers switching to other food ordering and
delivery services. Food delivery companies highly understand the importance ofdelivery
time hence they provide live tracking order facilityto know about arrivingtimeof their
orders. Tracking the order totally depends on the GPS(global positioning system)that is
delivery agent needs to activate GPS service in mobile or in vehicle so that customer and
consumer can track the parcel on his/ her mobile.In Service sector relationship is a key to
success, hence companies are more focused on building strong relationship with customers. In
Food delivery services, company does not take ownership of food taste. That responsibility
istaken by restaurant owners. The main concern of food delivery service is to provide food
to consumer’s door step and that too in committed timeframework.

LITERATURE REVIEW

In an automated ordering system is proposed which will keep track of user orders smartly.
Basically, they implemented a food ordering system for different type of restaurants in
which user will make order or make custom food by one click only. By means of android
application for Tablet PCs this system was implemented. The front end was developed using
JAVA, Android and at the backend MySQL database was used. In [2] Customer using a
Smartphone is considered as a basic assumption for the system. When the customer approach
to the restaurant, the saved order can be confirmed by touching the Smartphone. The list of
selected preordered items shall be shown on the kitchen screen, and when confirmed, order slip
shall be printed for further order processing. The solution provides easy and convenient
way to select pre-order transaction form customers. In [3] there was an attempt to design and
implementation of digital dining in restaurants using android technology. This system was a
basic dynamic database utility system which fetches all information from a centralized
database. Efficiency and accuracy of restaurants as well as human errors were improved by
this user-friendly application. Earlier drawbacks of automated food ordering systems were
overcome by this system and it requires a onetime investment for gadgets. In [4] an
application of integration of hotel management systems by web services technology is
presented. Ordering System Kitchen Order Ticket (KOT), Billing System, Customer
Relationship Management system (CRM) are held together by the Digital Hotel Management.
Add or expand of hotel software system in any size of hotel chains environment was possible
with this solution. In [5] research work aims to design and develop a wireless food ordering
system in the restaurant. Technical operations of Wireless Ordering System (WOS)
including systems architecture, function, limitations and recommendations were presented in
this system. It was believed that with the increasing use of handheld device such as
PDAs in restaurants, pervasive application will become an important tool for restaurants to
improve the management aspect by minimizing human errors and by providing higher
quality customer service. In [6] along with customer feedback for a restaurant a design and
execution of wireless food ordering system was carried out. It enables restaurant owners to
setup the system in wireless environment and update menu presentations easily. Smart phone
has been integrated in the customizable wireless food ordering system with real-time
customer feedback implementation to facilitate real-time communication between restaurant
owners and customers

Gefen and Straub (2000) applied the Technology Adoption Model (TAM) to the adoption of
e-commerce and found that the perceived ease of use factor did affect the intended use of
online shopping web sites for inquiry, though not necessarily for purchase. Researchers have
studied various design parameters and metrics of e-commerce web sites and how they can
influence online shoppers. P. Zhang and Dran (2002) studied quality factors of web site design
and found that navigation ranked second after security in e-commerce.
The inherent ability of web sites to collect browsing history data (or clickstreams) lends
support to the use of data mining in studying the navigation patterns of online shoppers. An
early attempt to find web access patterns can be found in Yan, Jacobsen, Garcia-Molina, and
Dayal (1996) in which log data is preprocessed to construct session vectors (records of
2 session data including time spent on a page, number of clicks on a page, etc.) for clustering.
The result is a set of clusters, each of which may show a certain subset of the site content
being accessed during a single session for a significant number of times by users. Such
information is deemed useful for generating product recommendations and link suggestions
dynamically.
Data mining of web site navigation patterns is an area of active research (Awad, Khalil, et al.,
2012; Shi, Wen, Fan, & Miao, 2013; Narvekar & Banu, 2015). Garcia and Marques (2003)
considers the use of an intelligent agent to interact with users based on their navigation
histories and also to discover relevant navigation patterns with data mining. Schemes have
been proposed for the representation (e.g. Boolean-based, frequency-based, sequence-based)
of navigation histories and also for the use of different clustering methods (e.g. K-means,
fuzzy) for the data. Senkul and Salin (2012) investigate the effect of semantic information on
the discovery of frequent navigation paths which are useful for providing recommendations.
Their results show that semantic information is useful for discovering such paths.

LITERATURE REVIEW
In recent years, social media have experienced tremendous growth in their user base.
For example, there are more than one billion members belonging to the Facebook
network (Facebook 2013), while Twitter now has more than 280 million monthly
active users (GlobalWeb- Index 2013). There are a large number of different social
media applications or platforms which in general can be categorized as weblogs,
microblogs, social network sites, location-based social networks, discussion forums,
wikis, podcast networks, picture and video sharing platforms, ratings and reviews
communities, social bookmarking sites, and avatar based virtual reality spaces (Zeng
et al. 2010). Recent studies and surveys have revealed an emerging need to
continuously collect, monitor, analyze, summarize, and visualize relevant information
from social interactions and user generated content in various domains such as
business, public administration, politics, or consumer decision-making (e.g., Zeng et
al. 2010; Kavanaugh et al. 2011; Stieglitz et al. 2012). These activities, however, are
considered difficult tasks due to the large number of different social media platforms
as well as the vast amount, dynamics, and complexity of social media data. More
specifically, social media communication generates an enriched and dynamic set of
data and meta data, which have not been treated systematically in the data- and textmining
literature (Zeng et al. 2010). Tomoyuki NANNO present a system that tries to
automatically collect and monitor Japanese blog collections that include not only ones
made with blog software’s but also ones written as normal web pages. This approach
is based on extraction of date expressions and analysis of HTML documents. System
also extracts and mines useful information from the collected blog pages. This
approach obtained 39,272 blogs(pages) and 466,809 entries.[2] David Ediger Karl
Jiang[2010] present a GraphCT, a Graph Characterization Toolkit for massive graphs
representing social network data. Use GraphCT to analyze public data from Twitter, a
microblogging network. analyzing public Twitter streams. applied GraphCT on the
Cray XMT to their data set to gather performance data and still are analyzing the
graph metric Results[11].Jyoti Shokeen presents the overview of social network
analysis methods to represent social network by different means like matrix, formal
methods and graphs and then followed by social network metrics