Essay Example on Boost Customer Satisfaction with E-Commerce Service Excellence

Introduction

E-commerce has been growing at a rapid rate as customers are currently shopping more online than the in-store shopping. With stiff competition in the online markets, it is becoming more difficult for various businesses to seek their customers' attention. And always grabbing customers’ attention rely on how they felt while browsing on the business website and the level of service in the previous transactions (Nisar & Prabhakar, 2017). Usually, maintaining happy customers through service satisfaction enables a business to grow sustainable and make huge profits. Nevertheless, avoiding customers and their needs can lead to more losses incurred by the business. Therefore, most E-commerce businesses apply conversion rates, repeat customer rate (RCR), and customer survey strategies to monitor their customers’ level of satisfaction.

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Recommended Strategies in Monitoring Customers’ Satisfaction Level

According to Alshibly (2014), the conversion rate is a strategy that involves the ratio between the total number of customers acquired by business to the total number of visitors on the business website. This metric is an indicator of the customers’ experience and how they behave on the business website. Most often, this type of strategy is affected by the cart abandonment rate. The abandonment rate is the rate at which individuals are adding products in their cart but not buying due to various factors like lack of clarity, poor payment options, shipping costs, and many other issues.

Liu et al. (2008) recommends a repeat customer rate (RCR) strategy which measures the level of consumer satisfaction. According to him, It involves the ratio between the customers who have bought products more than once to the total number of customers on the website. It shows customers’ loyalty and trust due to the excellent services offered by the company, hence increased repeat purchases.

As noted by Kassim & Abdullah (2010), E-commerce Company may also apply survey metrics to measure its customer’s experience. Most organizations use the survey method since it obtains a direct response from the customers regarding their experience with the services being provided by the company. They achieve this strategy by calculating customer satisfaction scores through the direct survey on how satisfied they are with the service provided.

Conclusion

Indeed, E-commerce businesses should adopt these strategies to monitor their customers' level of satisfaction effectively. With these strategies, they can understand customers' needs and how to satisfy them adequately.

References

Alshibly, H. H. (2014). A free simulation experiment to examine the effects of social commerce website quality and customer psychological empowerment on customers' satisfaction. Journal of Business Studies Quarterly, 5(4), 21.

Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in ecommerce settings. Asia pacific journal of marketing and logistics.

Liu, X., Zeng, X., Xu, Y., & Koehl, L. (2008). A fuzzy model of customer satisfaction index in e-commerce. Mathematics and Computers in Simulation, 77(5-6), 512-521.

Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing?. Journal of Retailing and Consumer Services, 39, 135-144.