The development of B2C e‐commerce in Greece: current situation and future potential

The development of Internet applications for business use is expected to change the way organisations operate, and improve their customer services. However, the potential of the Internet to improve customer satisfaction has not been studied, either in countries with well‐developed electronic markets or in countries in the early stages of e‐commerce. This article reports on the results of a survey of 120 companies in Greece. The aim of this study was to evaluate the potential of customer‐oriented Internet applications and to investigate how the Internet and e‐commerce can offer new opportunities for businesses to improve their customers’ satisfaction.