Websites are a major source of commerce and revenue
in today’s business world. Business without websites suffer loses of potential
revenue and fewer market share prospects. It isn't only those without websites
that are losing but also those who have poorly designed websites that suffer
from a lack of loyalty. Developing e-loyalty can reduce lost customer revenue
and increase customer satisfaction drawing more revenue into the future.
All websites should be well designed and planned
out. Designing entails, “the process of
creating an artifact with structure of form which is planned, artistic,
coherent, purposeful and useful “(Cato, 2001). When the website is designed
well it will be both aesthetically appealing to the customer as well as provide
two way communication features that develop solid relationships (Ramani &
Kumar, 2008).
Customers should be able to enjoy the experience of
engaging with the company on their website, have their interests maintained,
and be able to find what they are looking for with relative ease. It is this
functionality and customer focus that helps foster higher levels of sales.
Strong e-commerce starts at the very beginning.
When customers can find what they are looking for
quickly without having to search around a long time their satisfaction rises
and their loyalty is likely to be maintained. Few things are more frustrating
than having to search and look for simple purchases. As website design improves
so does its overall utility and ease of use.
Research conducted by (Roushdy, 2013) uses 32 items
to test communication functions, transactional functions, relational functions,
e-satisfaction, e-trust, involvement, switching costs and e-loyalty. The test population included 695 responses of
customers who purchased hotel rooms directly from five star hotel websites in
Naama Bay, Sharm El Sheikh over the course of six months.
Findings:
-The most influential dimensions affecting e-loyalty
was in the following order of importance which included transitional function,
relational function and communicational function.
-Transactional function was related to website
design, complexity of transactions, convenience, and website security.
-Relationship was found between e-relationship
quality made up of e-trust and e-satisfaction which influences e-loyalty.
-The perception of the e-relationship and e-loyalty
were high when the cost of switching between companies was perceived to be low.
-E-relationship quality and e-loyalty were most
associated.
Business
Application:
Loyalty was associated with the ease of
transactions, the relationship with the website and the communication
functions. It is important for customers to find what they are looking for
easily, feel connected to the website, and be able to communicate with the
company when necessary. Having this level of interactivity helps raise the
transparency perception of the organization and the impression of the company
as concerned with the customer beyond quick sales. When customers could invest
little energy to switch between websites but felt that the relationship with
the company was positive and loyal organizations know they have a strong
customer base.
Organizations often try and make a quick sale but
fail to realize that long-term sales require a level of openness and contact
with customers. Websites, as outward facing tools, are becoming even more
popular in today’s world as a sales mechanism. Website designers must concern
themselves with the ease of finding products, the ease of “checking out” with
products, and the ease of customers finding help.
Cato, J. (2001), User-Centered
Web Design. Pearson Education, London.
Ramani, G. and Kumar, V. (2008). Interaction
orientation and firm performance. Journal
of Marketing, 72 (1)
Roushdy, A. (2013). The effect of e-relationship
quality on e-loyalty: an empirical study on the hotel industry in Egypt. The Business Review, Cambridge, 21 (1).
