Essay: Customer goals and loyalty

3.1.6 Important definitions
What does the goal-oriented shopper want? As mentioned before their interest goes mostly out towards convenience and accessibility, selection, availability of information and lack of social contact (Wolfinbarger, and Gilly, 2001). But what is convenience and accessibility, selection, availability of information and lack of social contact? According to the Oxford dictionary, the definition of convenience is: ‘The quality of being useful, easy, or suitable for someone’ (Oxford dictionary). What would this mean in the eyes of the customer? The shopping in the web shop is easy, clear and fast. According to the Oxford dictionary accessibility’s definition is: ‘The quality of being able to be reached or entered’ (Oxford dictionary). What does this mean in customer’s eyes? They can find the web shop with minimal effort and use the web shop without difficult procedures that have to be followed to start or fur fill their purchase. According to the Oxford dictionary, the definition of selection is: ‘The action or fact of carefully choosing something as being the best or most suitable’ (Oxford dictionary). From customers point of view this would mean, being able to choose between multiple products, so they can find the best or most suitable one for them. According to the Oxford dictionary, the definition of availability of information is: ‘The quality of being able to use or obtain information’ (Oxford dictionary). The customer wants to be able to have all the information about a product or service to make the best choice. According to the Oxford dictionary, the definition of lack of social contact is: ‘The state of being without or not having of the physical touch of relating to a society or its organization ‘(Oxford dictionary). Some customers feel pushed or have issue with saying no to sales people. For those customers the online environment offers a great opportunity. There are no vendors in the online store, who are able to influence you as potential customer direct.
3.1.7 Customer interest too web shop aspects
Now the definitions of the most wanted interests of the customer are known. The next step is to find out where those interests relate to in a web shop. What makes a web shop fur fill all those important interests of customers? To make a purchase, a suitable shop has to be found. Many people use search engines such as Google. Google as a search engine ranks all the existing web pages that are relevant towards a set of chosen search words. According to a Google user study the perception of the participants is that the highest ranked web sites are the best (In Pan et al. 2007). Even if the abstract underneath the link is less relevant towards the actual search (In Pan et al.’s 2007). In this case the advertisement links are left out (In Pan et al.’ 2007).
How can a web shop achieve a high position in the Google ranking? Search engine optimisation is necessary. The web shop should be build based on the most used search engine words by the Google audience (Thurow, 2003). Web pages that only contain words which are used by the Google audience have a greater search engine visibility (Thurow, 2003).
Since the big influence and use of the mobile devices in our society, mobile use of the web has grown. The statistics of shows that in 2001 there were 533 million internet users and the expectation was that it would grow in 2007 to 1460 million internet users(Wu, and Wang, 2005). Additionaly, the global online trade would reach 12.8 trillion dollar in 2006 (Wu, and Wang, 2005). 230 billion dollar would be earned by the use of mobile commerce (Wu, and Wang, 2005). Nowadays Google pays attention to mobile use more and more because of the growing use of mobile devices. So clear mobile web sites will be ranked higher in their search engine. In some cases the customer finds their shop through social media. Social media offers the opportunity to communicate with the customer in a non-traditional way (Mangold, and Faulds, 2009). By promoting the shop, customers can notice that the shop exists and therefore could decide to buy at this specific shop.
Now the customer has found the web shop through the Google search engine, the customer wants to be provide with the best shopping experience in the online store. In some researches they suggest that, if website design meets or even surpasses the shopper’s expectations, it leads to higher credibility ratings (Briggs et all. 2000, 2007, 2008). While other research shows that websites with poor design and features, which do not meet the expectations are more likely to be neglected and questioned by shoppers (Briggs et all. 2000, 2007, 2008).
The first impression is always important. It can even make or break the trust of the customer towards the company. Lay-out and letter type have an influence on the ability to read the web shop properly, so it makes sure the web shop is clear. The use of colours leaves an certain impression behind, but gives a customer a positive or a negative feel about the shop too. Always a very important aspect of a website is the number of clicks or the use of the search engine on the page. Online shoppers often complain that websites they would otherwise like to use have bad navigation and search engine capabilities (Wolfinbarger, and Gilly, 2001). According to Wolfinbarger and Gilly, this is an often under emphasized design problem.
The product is the next aspect that the customer sees in the web shop. Information from products or services is key to the biggest group of online customers. The widespread opportunity of gaining data is the main reason that people buy online (Wolfinbarger, and Gilly, 2001). The information is spread in larger amounts online, while offline in the store the information is restricted to the vendor (Wolfinbarger, and Gilly, 2001). Next to the information, pictures are an important fact for customers. They use them to decide if they are going to purchase the product. The option to make pictures smaller or large and look from different angles to the product is wanted (Wolfinbarger, and Gilly, 2001). For specific customers the number of products available, the number of brands and the quality level of brands are important. In the future online shoppers expect to get the complete product line of their favourite brand everywhere (Wolfinbarger, and Gilly, 2001). Another important aspect for the customer is filtering options, only still no existing literature has been found that prove this. Especially goal-oriented buyers. They know what they want and therefore by filtering they can find the needed product fast.
In addition to product information, price was a piece of information that was often sought by a group of participants of a research. Regulary, the price is even compared between multiple web shops through customers (Wolfinbarger, and Gilly, 2001). For the smaller group of customers, the experiential customer, discounts are more important. They are the bargain hunters of the customers. All though the experiential customer is more focused on the discounts, a goal-oriented customer would like a discount too. The goal-oriented shopper is not so focused on the discount. The discount amount and intensity should not be so high for the goal-oriented shopper, while the experiential shopper wants high discounts, many discounts and a high intensity of discounts.
Occasional the customer has questions about other aspects than the product or price. They want to know how the ordering process runs or how they can return their product. Because of the self-control that the customers likes, they try to avoid needing help. If they need help they want it available at that specific moment (Wolfinbarger, and Gilly, 2001). To make the customer the most comfortable, general information pages in the web shop are a solution.
A returning service affects the willingness of customers to take the risk of purchasing something they have not physically seen and felt (Wolfinbarger, and Gilly, 2001). Customers are more willing to buy and keep buying at a certain place, if they can return the product to the shop. They prefer to return for free, this could be an unique selling point of the shop.
Customer loyalty increases when online purchasers learn that customer service are available online or at a phone number (Wolfinbarger, and Gilly, 2001). Especially, when the customer service is willing to help according to the customer and solves the problem quickly (Wolfinbarger, and Gilly,k 2001). In the research the group of participants told that this is important to them.

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