Transcript OHT 7.4 Online elements of service quality

OHT 7.1
Learning objectives
• Describe the different stages involved in
creating a new site or relaunching an existing
site;
• describe the design elements that contribute
to effective web site content;
• define the factors that are combined to deliver
a quality online service.
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OHT 7.2
Questions for marketers
• Which activities are involved in building a new site or
updating an existing site?
• What are the key factors of online service quality and
site design that will encourage repeat visitors?
• Which techniques can I use to determine visitors'
requirements?
• Which forms of buyer behaviour do users exhibit
online?
• What are accepted standards of site design needed
for consistency?
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OHT 7.3
Web site development process
Figure 7.1 Summary of process of web site development
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OHT 7.4
•
Online elements of service quality
Companies need to:
– Understand customers’ expectations
– Make clear service promises
– Deliver on those promises
Tangibles
Reliability
Responsiveness
Assurance and
empathy
•Ease of use
•Service quality
•Content quality
•Price
•Availability
•Bugs
•E-mail replies
•Download speed
•E-mail response
•Callback
•Fulfilment
•Contacts with call
centre
•Personalise
•Privacy
•Security
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OHT 7.5
Service quality, satisfaction
and loyalty
Figure 7.2 The relationship between service quality, customer satisfaction and
loyalty
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OHT 7.6
Customer rating of online
service quality elements
Figure 7.3 Customer ratings of importance of attributes of online experience
Source: J.P. Morgan report on e-tailing 2000
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OHT 7.7
Web site development tasks
Figure 7.4 Example of web site development schedule
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OHT 7.8
Prototyping stages
Figure 7.5 Four stages of web site prototyping
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OHT 7.9
Different potential audiences
Customers vary by
Staff
Third parties
New or existing prospects
New or existing
New or existing
Size of prospect companies
Different departments
Suppliers
Sales staff for different markets
Distributors
Location (by country)
Investors
(e.g. small, medium or large)
Market type
(e.g. different vertical markets)
Location (by country)
Members of buying process
Media
(decision makers, influencers, buyers)
Students
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OHT 7.10
Example - Durex
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OHT 7.11
Presentation–Interaction–Representation model
Figure 7.7 Options for developing different types of IP-based service
Source: Bickerton et al. (1998)
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OHT 7.12
B2B audience matrix
Figure 7.8 A matrix for segmenting customer information on the Internet
according to size of customer
Source: Friedman and Furey (1999)
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 7.13
Online buyer behaviour
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Directed information seekers
Undirected information seekers
Directed buyers
Bargain hunters
Entertainment seekers
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OHT 7.14
Alternative perspectives on buyer behaviour
Range of behavioural traits
Sources referred to
1
Directed – undirected information
seekers
Lewis and Lewis (1997), Kothari et al.
(2001)
2
Brand knowledgeable – not
knowledgeable
Kothari et al. (2001), Styler (2001)
3
Feature-led – not feature-led
Styler (2001)
4
Price-led – not price-led
Styler (2001)
5
Service-quality led – not servicequality-led
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6
Require advice – do not require advice
Styler (2001)
7
Brand loyal – opportunistic
Clemons and Rowe (2001), Styler (2001)
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OHT 7.15
Internet impact on buyer behaviour
Figure 7.9 A summary of how the Internet can impact on the buying process for
a new purchaser
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OHT 7.16
Information quality attributes
Figure 7.10 Different aspects of high-quality information content of a web site
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OHT 7.17
Marketing-led design objectives
• Customer acquisition
– Proposition, recruitment offer
• Conversion
– Engage first time visitors
– Clear call-to-action
• Customer retention
– Content and offers should encourage repeat visitors
• Service quality
• Branding
– To reassure
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003
OHT 7.18
Example design – before
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OHT 7.19
Example design - after
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OHT 7.20
Site design issues
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Style and personality
Graphic design
Site organisation
Site navigation
Page design
Online forms
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OHT 7.21
Example - Egg
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OHT 7.22
Narrow and deep navigation
Figure 7.14 (a) Narrow and deep and (b) broad and shallow organisation
schemes
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OHT 7.23
Example - Sainsburys
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OHT 7.24
Example - Cisco
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OHT 7.25
Information processing stages
Stage
Description
Applications
1. Exposure
Content must be present for
long enough to be processed.
Content on banner ads may not be onscreen
sufficiently long enough for processing and
cognition.
2. Attention
User’s eyes will be drawn
towards headings and content
not graphics and moving
items on a web page
(Nielsen, 2000b).
Emphasis and accurate labelling of headings is
vital to gain a user’s attention. Evidence suggests
that users do not notice banner adverts, suffering
from ‘banner blindness’.
3.Comprehension
and perception
The user’s interpretation of
content.
Designs that use common standards and
metaphors and are kept simple will be more
readily comprehended.
4. Yielding and
acceptance
Is information (copy)
presented accepted by
customers?
Copy should reference credible sources and
present counterarguments as necessary.
5. Retention
As for traditional advertising,
this describes the extent to
which the information is
remembered.
An unusual style or high degree of interaction
leading to flow and user satisfaction is more
likely to be recalled.
Chaffey: Internet Marketing, 2nd edition © Pearson Education Limited 2003