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Customer Service
Order fulfillment and rapid delivery systems are as critical to e-loyalty
development as the other factors. A thoughtful logistics system that
guarantees a fast delivery after the checkout process contributes to
customer satisfaction, which in turn contributes to loyal behavior. In
addition to the speed of delivery, the logistics system should allow different
ways of delivering products. Some customers prefer to get the product
delivered by parcel services, like FedEx and UPS. Others might want to
pick up a product in a physical store in order to have somebody to talk to.
Customer service is another crucial area for e-marketers (Helmsley,
2000). Sometimes website designers cannot avoid a certain degree of
complexity in the architecture of a website. Therefore, it is necessary to
have a thoughtful customer service system. Links to Frequently Asked
Questions (FAQs) and links to online representatives are useful in order to
assist customers in the selection or buying process. A marketer should not
just offer online assistance. In many cases, it is more convenient for
customers to call a company. Therefore, the use of a toll free phone
number for customers should be considered.
A customer who buys something on the Internet has one major
disadvantage compared to a customer in real space. Internet customers
cannot touch, smell, or experience the good before they buy it. This makes
a shopper insecure about buying a product. In order to minimize this
insecurity, an e-business should offer brands that are well-known, good
product quality, and, of course, guarantees.