Consumer protection in E-tailing computer sales: a case study of Dell

ABSTRACT

E-tailing is an important feature of e-commerce in general. This is particularly true for the Dell Corporation (Dell). Literature on Dell generally focuses on its competitive features in direct sales, products and services, overlooking its e-consumer protection. This paper aims to address this gap by reviewing the information available on Dell’s (Australia) website and secondary data to examine: (i) the current e-consumer protection regulatory framework, using Australia as a case study; (ii) consumer protection by Dell; (iii) consumer experiences with Dell; and (iv) implications for theories and practices concerning e-consumer protection. Overall, Dell has adhered to its corporate governance to comply with the existing legal framework for customer protection; however, less consistent with consumer redress. The study proposes that better treatment and education of consumer rights may help e-tailers retain existing customers and attract new customers. A blend of regulatory improvement and changes in stakeholders’ mindset and behaviour are essential to enhance e-consumer protection. Proper compliance measures, including both regulatory and non-regulatory, are required to protect the interests of both e-tailers and e-consumers.

KEYWORDS:

• E-consumer protection
• e-security and privacy
• redress and jurisdiction

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 The EU’s 10 principles of consumer protection include:

1. Buy what you want, where you want;

2. If it doesn’t work, send it back;

3. High safety standards for food and other consumer goods;

4. Know what you are eating;

5. Contracts should be fair to consumers;

6. Sometimes consumers can change their mind;

7. Making it easier to compare prices;

8. Consumer should not be misled;

9. Protection while you are on holiday;

10. Effective redress for cross-border disputes.