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SOME ASPECTS THAT YOU
HAVE TO CONSIDER WHEN SETTING UP AN
ECOMMERCE WEBSITE
There are several
advantages of having an e – commerce web
site on the net. The biggest gainer is
the consumer and therefore, they will
use online stores for their needs
instead of the traditional methods of
shopping. The advantages are:
Choice – the internet has
drastically increased the choices of the
consumer and they can choose what they
want to buy, at what time and also have
a wide range of prices to choose from.
On the internet they can
do comparison shopping and get the best
deal after reviewing all the products
and reading the feedbacks. All this can
be achieved at no extra cost.
Comparisons can be made be considering
availability, quality, specification and
price, within a few minutes by sitting
at your house.
Any businessman who wants
to start an ecommerce business needs to
allay the customer’s fears given below:
Some products need help
from sales executives.
Products that have
delivery problems.
Some tools on your web
site confuse the customers instead of
making them confident about the product.
No consumer wants to take
any risk when they are shopping. This is
truer with online customers. Therefore,
any e – commerce web site owner has to
consider the areas which are perceived
risky by the consumers and reduce it.
Building brand loyalty
and focusing on customer satisfaction
will reduce customer’s worrying about
risks which shopping with you. Also, a
satisfied customer has no reason to
spend extra effort and time to find
another estore, which makes him come
back to your online store again. If this
relationship can be maintained for a
long time, then the customer will stop
worrying about any risk while shopping
with you.
Another method to reduce
the perceived risk factor is to develop
a marketing strategy that involves
personal communication and
recommendations by word of mouth instead
of company communication. This can only
be achieved if each and every customer
who enters your online store leaves it
satisfied. Then, that customer will come
back with many other customers because
he would have told his family and
friends about your store. This will help
in reducing the pre purchase tension
that exists in prospective customers.
There are 2 ways of
consumer behaviour that should be
considered while making strategies and
taking actions:
“Expectancy
Disconfirmation Model” – Prospective
customers evaluate the services offered
by any web site by comparing their
perceptions with their expectations and
if they feel that the perceived service
fares better than the expected service
then the customer is satisfied.
“Perceived Control
Perspective” – Modern people make sure
that they have control over the
situations they are in. Therefore, the
more control a customer has over a
service situation in a website the
higher his satisfaction will be with the
service, since he has handpicked it.
This isn’t very simple because the
service provider has to maintain some
form of control on the services offered
on his web site and the service
experience.
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