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.