E-Commerce: Obstacles to B2B Communication - Research Paper Example

Electronic commerce promises to be an exciting and innovative change to the way trade is conducted in the current business environment. The methods of doing business are changing rapidly and the internet based business is growing and is projected to continue flourishing. There are currently many b2c e-commerce web sites with more being created all the time. In a clear way, most companies have been innovative and hence have displayed the potential use of e-commerce to enhance the trade in goods that will increase sustainable development and customer awareness. This research work aimed at creating a case study for an E-commerce business which is experiencing obstacles in its communication processes with its customers. Communication processes in E-commerce businesses is usually used for gaining customer loyalty and evaluating customers’ demands and preferences with the help of enterprise business solutions. The study used both quantitative and qualitative methods for collecting data. Specifically, open ended questionnaires were used in data collection. A total of 21 respondents from e-bay company were interviewed. The results were analyzed using SPSS software and statistical interpretation was undertaken. The results of the study showed that that; barriers in the communication process of e-businesses with their customers affect the overall performance of the business. Introduction With the enormous growth in its sales, the top management of e-Bay started to develop strategies to expand the size of the market. But before going on to further expansion, the management reviewed the performance of the business in recent years and where it is lacking. By pointing out these areas, the management aimed at rectifying the underperforming areas and eliminates any hindrance which might be causing the company not to increase productivity. After thorough diagnoses of the organizational systems, the management found that the sales and support staff is not communicating with the customers effectively. As a result of certain barriers in the communication process of e-Bay with its customers, the company found to be lacking in maintaining a loyal customer base. The sales department revealed that e-Bay’s 10% new customers never return for second purchase just because they were not being served properly by the company staff. On the other hand, around 7% of sales were lost each year as a result of e-Bay’s staff’s failure to explain the product features and usage to the customers. Another negative impact on ineffective communication is that around 9.3% of the customers returned the purchased goods due to the fact that they were misguided about product features and its usage. The top management articulated these findings in its final reports and formulated a strategic plan to bring improvement in its B2C communication systems. This strategic planning aimed at adding more to the revenues of the company and expands the size of the company’s loyal customer base. Moreover, leaders of the human resource department of the company were asked to develop an effective training and development plan to improve the communication with the customers. As the business is situated in the virtual world of internet, there is no physical presence of the business where customers may go and acquire knowledge about the products and services. In this sense, it becomes essential for businesses to avoid obstacles in its communication processes with the customers as it reflects upon the clarity of marketing and promotional communication that e-commerce businesses carry out with their customers (Donaldson & Smit, 2007; Hughes, 2008).   Context/Problem Koontz (2001) asserts that problem in organizational communication may arise due to other deep-rooted issues in the organizational structure and policies. A poorly designed organizational communication system would always result in unclear message transmission throughout the organization and to the customers. In the coming lines, the readers would find out what are the problems that a typical e-business would face in its communication system that is becoming a barrier to superior performance. The top most reason for an e-business to achieve superior productivity is the trend of negativism while giving feedback to a customer’s message. These types of problems arise in a B2C business, when the level of trust amongst the business and the client are lacking. In this way, the sender becomes demoralized and loses the enthusiasm on the course (Hou, 2012). Another reason for poor communication flow between an e-business and the customer is the delays in providing feedback which automatically reduces the significance of the message sent by the customer. These delays are caused by the inability of the receiver to understand the message or answer according to the professional requirement. Another reason behind poor communication is the customers’ natural adaptability of physically shopping for the good or service. This natural adoptability sometimes confuses the buying and inquiry process (Barnes & Hinton, 2004; Dave, 2008). By adopting efficient means of communication internally, E-commerce businesses aim at achieving excellence in overall productivity of the business. E-commerce is the bridge between customers and the business, which helps them to link together, share information and discuss desired mutual resultant of operational activities. In the absence of effective communication, e-commerce businesses struggle to maintain the decorum of operations and take informed decisions, keeping in view the preferences of the customers. A number of researchers have seen communication as means of transferring knowledge from one end to another. Onuoha (1991) suggests that communication facilitates two or more people to share meanings, ideas and information from the sender to the receiver. Hyblers and Weaver (2001) argue, “Communication is a process in which people share information, ideas and feelings, and that it involves not only the spoken and written word but also body language, personal mannerism and style anything that adds meaning to a message.” (Hybels & Weaver, 2001) The best way to understand communication and its importance in e-commerce businesses are to quote Oakland here, who states, “If one department or an organization has problems recruiting the correct sort of staff, and human resources have not established mechanisms for gathering, analyzing and responding to information of employees correctly, then frustration and conflict will replace communication and cooperation, and would reflect on the business’s relation with its customers” (Oakland, 2000). The case study would is beneficial for E-commerce businesses as it would provide an insight into the communication barriers that an e-business might face. Besides, the case study would also provide solutions to the obstacles that E-commerce businesses experience during their business activities. Moreover, it would also enable readers to understand the communication processes of E-business with its customers. Definition of Key Terms Conceptual: The context of the proposed strategy would be to identify the barriers in B2C communication of an E-commerce business. Considering this, the variables for this study are communication barriers and impact on the performance of the business. 1. Communication barriers: Low level of trust, Wrong assumptions about the customers, reacting quickly, Emotional association, Quality of internet service, Permitting distraction, improper use of technology. 2. Impact: Reduced sales, reduced purchases, reduced profitability, Low Loyalty on customers’ side. Operational: Operationalizing of variables means identifying the dependent and independent variables of a case study and manipulates them into meaningful information to conclude a research work. For this purpose, the researcher has identified: 1. Dependent Variable: a. Business performance of a E-commerce Business: E-commerce businesses usually do not have a physical outlet or presence in the market. Therefore; they rely completely on their B2C communication for marketing, promotion and creating public awareness about the products and their usage. In this scenario, it becomes important for them to adopt effective communication strategy so that the products are marketed properly and the customers are guided about the product effectively. By doing this, organizations win customers’ loyalty and maintain a healthy customer base. b. Customer Satisfaction: If the communication systems are working properly and the customers are provided with clear information about product usage over the communication with company staff, the satisfaction level of the customer is increased. As a result, the customers prefer to make purchase again and show loyalty towards the company and its products. 2. Independent Variable: a. Improper Communication Training: When the staff is not properly trained about how to communicate with the customers, they will fall short of providing accurate information to the customers. As the customers are not provided with required information, they may not make purchasing decision and look for alternative provider, who can provide information to the customers effectively. In this way, lack of communication training also becomes a barrier to communication in B2C communication. After establishing the dependent and independent variables, it is easier for the researcher to formulate the hypothesis of the proposed study. These are as following: H0: Barriers in the communication process of e-businesses with their customers affect the overall performance of the business. H1: Barriers in the communication process of e-businesses with their customers does not affect the overall performance of the business. Review of Literature Chong, W.K., Man, K.L., & Zhang, N. (2011). An Interoperable B2B e-Commerce Framework for e-Marketing Capabilities. Engineering Letters, 19(3), 223-227. The overall purpose of the research is to explore the e-Marketing abilities and services derived from a new systematic framework for Malaysian SMEs to compete in the dynamic “e” environment with reference to empirical results obtained from various industrial sectors (Chong et al, 2011). To achieve this, the study examines specific variables, which include customer relationships management, competitiveness in the global business environment, IS/IT integration, transparency of information, government encouragement, senior management involvement, and critical success factors (CSFs). Ideally, the authors used the Cronbach’s alpha value test, which measures the standard reliability measurement for quantitative data collection. Notably, the Cronbach’s alpha value test refers to a coefficient of internal consistency or the average correlation between items in a study. According to the analysis by the Cronbach’s alpha value test, there was internal consistency among the distinct variables for this study. The results indicate a means score > 3.5 that indicate that the respondents are likely to agree upon the importance of senior management involvement in B2B e-Marketplace adoption (Chong et al, 2011). They also derived the significance of government encouragement and senior management in the adaptation of B2B e Marketplace. This also indicates that the perceptions of SMEs on the performance of e-Marketing dimensions are optimistic. They also established a strong link between SMEs and the e-Marketing services derived from B2B e-Marketplace. Additionally, the results indicate willingness among SMEs for B2B e-Marketplace adoption to foster their marketing activities (Chong et al, 2011). Moreover, they also depict a high level of association between CSFs and eMarketing services derived from B2B e-Marketplace. Ultimately, they indicate that SMEs participating in the B2B eMarketplace can effectively compete in the global market. Customer Service Factors Influencing Internet Shopping in New Zealand Zhuojun Zhao and Jairo A. Gutierrez University of Auckland, Auckland, New Zealand In recent times, there have been e-commerce failures which have been caused by poor e-customer service. As a result, numerous researchers have been motivated to investigate the factors that influence e-customer service quality which-in the long term-results to greater e-commerce success. The main objective of this paper is to explore the perception of a group of New Zealand e-customers and e-users about e-customer service and the resultant influence of these perceptions on their attitudes towards internet shopping. The study was characterized by two surveys whereby the first one focused on internet customers who have already purchased online while the second survey focused on this who had not purchased online. The second survey was necessary to determine the main barriers of internet shopping. The sample sizes for both surveys are 107 and 120 respectively. SPSS 10.1 was used during the analysis of data. In addition, ANOVA was used in determination of the study significance. The independent variable was improved online customer services; while the dependent variables were online security and trust, online customer communities, online payment systems, website interface, online customer relationship and online service timeless. The results of the study revealed that motivators to internet shopping are: privacy protection, goods returns and refunds policy, ease of use, timely online service, help and support facilities. Li, Z. (2012). Effects of Relationship Bonding Strategy on Customer Loyalty Under B2C E-Commerce Environment. International Review on Computers and Software (I.RE.CO.S.), 7(3), 1154-1160. The overall purpose of this research is to study the effects of relationship bonding strategy on the customer loyalty, verify the intermediary role of the trust and emotional attachment through empirical data collection and analysis under e-commerce environment (Li, 2012). In doing this, the study examined specific variables, which include financial bonding, social bonding, structural bonding, customer trust, emotional attachment, attitudinal loyalty, and behavioral loyalty (Li, 2012). More so, the author used specific analytical method to analyze the collected data. Notably, the author used the SPSS17.0 and AMOS 17.0 analytical methods for the analysis (Li, 2012). Specifically, the author uses the SPSS17.0 to analyze the reliability and validity of the scale and used the Amos 17.0 for composite reliability and confirmatory factor analysis (Li, 2012). Ultimately, she uses the Amos 17.0 to validate the model and hypothesis. After the analysis, the research found out that both social and structural bonding strategies influence customer trust (Li, 2012). It also derived that both financial and social bonding affect emotional attachment. Ultimately, the research established that both customer trust and emotional attachment influence attitudinal loyalty and behavioral loyalty (Li, 2012). Nardal, S., & Sahin, A. (2011). Ethical Issues in E-Commerce based on Online Retailing. Journal of Social Sciences, 7 (2), 190-198. The overall purpose of this study is to measure the consumers’ perceptions regarding the ethics of online retailers with specific reference to three cities in Turkey, which include Izmir, Manisa, and Mersin (Nardal & Sahin, 2011). In carrying out the research, the study examined specific variables. Such variables include security, reliability, privacy, and non-deception (Nardal & Sahin, 2011). More so, in analyzing the collected data, the authors relied on effective analytical methods. Indeed, they used the Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy. Ideally, the recommended value for the Kaiser–Meyer–Olkin (KMO) is 0.8, which indicates that the variable has strong relationships with each other (Nardal & Sahin, 2011). In addition, the authors used the one-way ANOVA to test for variance among the three cities’ using the independent groups of data (Nardal & Sahin, 2011). In fact, the one-way ANOVA test sought to investigate attitudinal variances in each of the three cities. The analytical methods analyzed the collected data to derive the relevant results. Indeed, from the five hundred respondents who participated in the survey, the research established that ethical problems like security, privacy, reliability, and non-deception on the internet are fundamental factors that limit the growth of online retailing (Nardal & Sahin, 2011). The research also derives that there are mean differences of cities in the perception of consumers about online retailing sites compliance with privacy policies. Moreover, the research shows high levels of concern about privacy and security issues. Nevertheless, the study also manifests little attention on other ethical issues like reliability and non-deception by online retailers (Nardal & Sahin, 2011). Taghizadeh, H., & Nejad, S. (2013). The Impact of Application of Electronic Commerce on the Customer Relationship Management (Case Study). Australian Journal of Basic and Applied Sciences, 7(1), 358-363. The overall purpose of this research is to investigate the impact of application of e-commerce on the customer relationship management in “Expansion of Collaboration Bank” in East Azerbaijan (Taghizadeh & Nejad, 2013). In doing the research, the study examined specific variables. Such variables included e-commerce, customer satisfaction, customer loyalty, and customer trust (Taghizadeh & Nejad, 2013). In carrying out the research, the authors used relevant analytical methods. Notably, the analytical method used in this study is the Cronbach’s alpha analytical method, which sought to establish the assurance of validity (Taghizadeh & Nejad, 2013). Ideally, the Cronbach’s alpha refers to a coefficient of internal consistency or the average correlation between items in the study. The Cronbach’s alpha analyzed the collected data and derived the relevant results. They also used the contextual method to test the reliability of the questionnaire. Furthermore, they used the Software spss20 and statistical regression to analyze the data (Taghizadeh & Nejad, 2013). The analysis derived relevant results. Indeed, the research established that e-commerce influences customer relationship management in the expansion of Collaboration Bank. More so, the research found out that ecommerce is most effective on satisfaction, loyalty, and trust of the customers (Taghizadeh & Nejad, 2013). Most specifically, it established that ecommerce could enhance trust and security in monetary transactions. As such, the research defined the impact of application of e-commerce on customer relationship management. The effective factors and barriers of E-services customer’s loyalty (2013) Gholam Reza Hashemzadeh, 2Hesam Khosravi The development of e-commerce in b2c is important on ensuring loyal users to the company’s website. According to this study, increased development of e-commerce is important not only improving the business but also in creating and keeping the loyalty of customers in cyber. In this regard, organizations that increase the number of loyal customers and properly satisfy their needs tend to have a greater competitive advantage. However, it is worth noting that most of the services by current organizations are electronically transmitted and the loyalty to the organizations is changing mostly towards e-loyalty. The main aim of the study is to determine effective factors and barriers of E-services customer’s loyalty. The most important objective in this study and effective factors were identified and the priority of the factors affecting the e-loyalty of customers to e-services was investigated. The study uses purpose and a descriptive study of correlation type in terms of data collections hence the relationship between the variables was analyzed based on research purpose. For data collection, field and library methods were used so as to give more information and to investigate the theoretical study. The dependent variable for the study is e-loyalty of the organization; while the independent variables is satisfaction of the customers, image of the company, services characteristics, online connection, famous brand, age, the quality of received service, the value of received service, technical and technological barriers, cultural and social barriers, educational barriers, security barriers, economic and financial barriers. Confirmatory and exploratory factor analyses were used for data analysis. The KMO index in confirmatory method was 0.77 and 0.78 for exploratory factor analysis. These indicated the adequacy of sampling of the study. In addition, sig of Bartlett’s test was used and the results showed that the matrix was not unit and factor analysis was eligible for identification of the use of structure. The results of the study showed that e-satisfaction, the quality of e-service-trust, mental image and brand, receive services characteristics, switching costs and commitments are the most effective factors of e-loyalty of the customer. On the other hand, technical and technological barriers, privacy, security barriers, economic and financial, cultural and social barriers are the main barriers of e-loyalty. Tirkar, A. (2013). Trend of E-commerce Technology & Its Security Issues. Golden Research Thoughts, 3 (2), 1-3. The overall purpose of this research is to introduce advance techniques in electronic commerce, its security issue and different technology for providing reliability and security during any transaction through the E-Commerce (Tirkar, 2013). In doing this research, the author examined specific variables. Such variables include privacy, integrity, authentication, and non-repudiation (Tirkar, 2013). The four variables were significant in defining the integral requirements of the ecommerce system (Tirkar, 2013). More so, the author used a specific analytical method in the research. Indeed, the author used cryptography to provide reliable data transferring through the web. Through this method, one can write in a secret code using mathematical technique. Ideally, the cryptography used the encryption and decryption processes to ensure that we hide the information from the unintended people (Tirkar, 2013). The analysis derived that all the secrete key cryptography algorithms and public key cryptography algorithms vary with the generated key size, the security they provide, and the number of steps involved in generating the key. More so, it established that we could use any of these algorithms to ensure the reliability and security of data during any E-Commerce transaction through the World Wide Web (Tirkar, 2013). METHODOLOGY Research design The study adopted descriptive survey as a method of collecting information by using a standardized form of interview schedule and administering a questionnaire to a sample of individuals. This method is most appropriate for collecting information The obstacles of E-commerce that may affect the two-party communication' B2C' and their solutions over World Wide Web. Both the secondary and primary data was used in the analysis. The study used both qualitative and quantitative approaches. This was appropriate variable in collecting and summarizing data that will be used in analyzing about the obstacles of E-commerce that may affect the two-party communication' B2C' and their solutions over World Wide Web and some mitigation measures necessary. As a result, the qualitative and quantitative research methods ensured reliability and credibility of the results. The design is also suitable because it gives an in-depth description of the phenomena in their existing setting. Descriptive survey was also preferred because it is economical in collecting data from over a large sample with high data turn over. Method of data collection Measure: For the purpose of carrying out primary research on the subject, the research used an interview guideline and a survey questionnaire. The survey questionnaire was helpful in retrieving real time view of the respondents by presenting certain statements aimed at understanding respondent’s view of the particular variables (Thomas 2003). The responses provided by the respondents were measured with the help of a grading scale known as Likert Scale. The Likert scale enabled the researcher to determine the degree of agreement or disagreement of the respondent pertaining to particular statements. On the other hand, the interview guideline enabled the researcher to gather in-depth detail about the subject. The data retrieved from the interview guideline was beneficial as it provided the detailed background of the company and its communication systems, the barriers in communication systems and the remedies that the company adopted to avoid or eliminate those barriers. Data collection was carried out by sending the data collection tool to the respondents via e-mail. In this way, data collection procedure was completed in short time period. A consent letter was also attached with the data collection tool guarantying the respondents that their information will be kept secret. Procedures: For the purpose of testing the validity of the hypothesis, the research used information retrieved from primary and secondary data. This data were used to support the findings with the help of scientific testing. For evaluating the gathered data scientifically, the researcher used software called SPSS. This software provides statistical trends along with the graphical presentation of these trends to help researchers in asserting the primary information and answer research questions. In this manner, the software was beneficial to accomplish the objectives of the proposed study. Sample Identification: For the purpose of carrying out surveys, the researcher selected the case study of eBay. The researcher identified the members of the communications department of eBay along with their leaders. Then the researcher would assess their responses gathered with the help of the survey questionnaire.    Method of analysis Statistical analysis of surveys: For the purpose of checking the reliability of the data and the hidden information in the form of patterns, the researcher used Regression analysis, Corn Bach Alpha test of reliability, one way Anova and Mean analysis. Another technique, thematic analysis was used by the researcher to assess the quality and trends of data retrieved from interview guideline. This was helpful to the researcher to look for identical patterns or trends in the collected data and answer the research questions to accomplish research objectives (Gratton and Jones 2010). The data collected were analyzed using both descriptive and inferential statistics. Qualitative data were analyzed using grounded theory methods. Open coding was used to initially name and categorize the data, and selective coding was used to develop a more general framework. The study used frequency count, mean, standard deviation, minimum and maximum values of variables. The hypotheses formulated for this study was tested with the use of logistic regression and one-way Anova. Logistic regression is multiple regression but with an outcome variable that is a categorical dichotomy and predictor variables that are continuous or categorical. Quantitative data analysis was done to generate frequencies percentages and means. The resulting quantitative data was interpreted using simple statistical method. The data collected through questionnaire was classified on the basis of common attributes then tallied to obtain statistical frequencies, tabulated and finally analyzed using descriptive statistics. The qualitative data obtained through open-ended questions and interview protocols was analyzed by placing the responses into identical categories as described in NVivo software used for analyzing qualitative research data. Besides frequencies, the opinions of the respondents were calculated into percentage. Data Management and Ethical Consideration The collected data was managed through the following methods; Statistical Package for Social Science (SPSS). SPSS was preferred in quantitative data management since it is easy to administer. This study placed ethical consideration to confidentiality of the respondents' response. Results A sample of 21 respondents was interviewed for the survey. According to the results, 13 out of 21 agreed that ineffective communication creates confusion in the mind of customers. Five and three of the respondents were neutral and disagreed respectively. In terms of ineffective communication leading to misguidance; 7 of the respondents strongly agreed, 7 agreed, 4 were neutral, 1 disagreed and 2 strongly disagreed. When asked about training and development and its influence in improving the b2c communication, 16 of the respondents agreed while 5 were neutral. Seventeen of the respondents agreed that effective b2c communication increases customer loyalty. It is worth noting that 9 of the 17 strongly agreed with the statement. In terms of customer satisfaction, 19 of the respondents were of the idea that effective b2c communication increases customer satisfaction. Eighteen of the 21 respondents also agreed that effective b2c communication helps the company to attract more customers. The one-way Anova also reveals very vital results. All the significance level between all the groups is more than the respective p-values. This is helpful for the hypothesis testing. There was a positive correlation between ineffective communication to confusion in the mind of customers and ineffective communication to misguidance, effective b2c communication and increased customer loyalty, effective communication and customer satisfaction and effective b2c and attraction of new customers. On the other hand, there is a negative correlation between ineffective communication and training and development. Hypothesis testing H0: Barriers in the communication process of e-businesses with their customers affect the overall performance of the business. H1: Barriers in the communication process of e-businesses with their customers does not affect the overall performance of the business. From the table of the one-way Anova, the Sig. column gives the p-values that are then compared with the significance level to either reject or accept the null hypothesis. With 95% confidence interval, the significance level becomes 0.05. Taking a p-value of 0.566; the p-value > significance level, we accept the null hypothesis that: Barriers in the communication process of e-businesses with their customers affect the overall performance of the business. Therefore, we conclude that Barriers in the communication process of e-businesses with their customers affect the overall performance of the business Discussion The development of information and communication technologies is a trend that continues and will continue to shape the economic and social process for more decades to come, affecting mobility, accessibility and spatial structures. The results of the study shows that Barriers in the communication process of e-businesses with their customers affect the overall performance of the business. It is known that an effective B2C communication is beneficial for both suppliers and customers. The success of our business is dependent on the effective B2C communication due to the following reasons: The internet can be utilized for selling and marketing products; once we have an effective communication, our products are going to be sold out quickly; The communication via a web page may improve the level of quality for our services and can reduce our costs; Using the World Wide Web or internet can create strong relationships between us and our customers. The most potential barriers to effective b2c are mentioning the customer’s personal information and some values which are not included in the products. It is a fact that, unsatisfied customer may prefer to do business with other competitors. Customer’s satisfaction means that the number of customers is increasing and hence greater loyalty. Training and development among staff is vital to achieve effective communication. The customers are different in relation to their ages, education and taste hence a greater knowledge about the customer is vital. This is enhanced through proper staff training and development. The results of the study reveal that improvement in communication system is necessary in improvement and ensuring customer’s satisfaction. Most firms ask customers whether they are happy, and how convenient their products and services are. In addition, they leave a small space on their web-page to let them write whatever customers want and to get their feedback. From that they get comments on what should be done to improve the communication systems. However, it is worth noting that elimination of communication barriers in a company need more time hence the following procedures should adopted to limit the barriers: Adding or modifying the current services. It is important to smooth the current processes for the purpose of getting the customers satisfied. Being sure that the company has to add unique values for customers to delight them. By doing the mentioned procedures, the company be in the right track to increase the market share and to get the competitive advantage. Conclusion By conducting the proposed research work, the researcher would be able to practice his academic learning on a professional level. The exposure to the e-Bay’s communication systems would enable the researcher to experience how communication systems work and how these systems become so important for the organizations, that it influences organization’s business level performance. The exposure to the real business world would help the researcher to polish his skills and implicate his ideas into reality. Furthermore, the findings of this research work would be interesting as it would give its reader an insight into the importance of communication processes for the success of the business. Lastly, the findings of this research work will be beneficial for other e-commerce businesses facing issues in their B2C communication systems. Appendix-I Data Collection Tool Dear Mr/Mrs XYZ, Presented here is the interview guideline and survey questionnaire which is designed by me to gather vital information. The information gathered with this data collection tool would be utilized to answer the research questions and accomplish the objectives of study. The aim for carrying out the present research is to assess the influence of communication barriers on B2C communication of e-Bay’s business. The interview guideline would take around 15 minutes to complete whereas the survey questionnaire is expected to take less than 3 minutes to complete. With your help, I would formulate the findings of the study with reliable and concrete information provided by you. In this manner, your help would add value to the results presented in this research work. Hereby, I request you to complete the survey and return the filled data gathering tool on the same e-mail address from where you received it. I give my personal guarantee that any information you will provide, is not going to be disclosed to anyone except the course instructor and myself. Regards. Age: Qualification: Position in the Company: Period of Services at Current Job: 1. Why do you think the success of your business is dependent on the effective B2C communication? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 2. Can you give an insight into the communication systems related to B2C of your company? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 3. What are the potential barriers in your organization’s B2C communication systems? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 4. Do you think there is an impact of ineffective communication on customer satisfaction? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 5. So, do you see customer satisfaction as a barrier to B2C communication? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 6. To overcome the communication barriers, is there any training provided to the communicating staff? If so, what kind of training do you offer? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 7. So, do you see any improvement in the communication systems of your company? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ 8. How do you see that the barriers in B2C communication of your company can be avoided or eliminated from the root? ________________________________________________________________________________________________________________________________________________________________________________________________________________________ Note: Please circle the option which suits you best: Statement Strongly Disagree Disagree Neutral Agree Strongly Agree Ineffective communication creates confusion in the mind of customers Ineffective communication leads to misguidance Training and development can improve the B2C communication Effective B2C communication increases customer loyalty Effective B2C communication increases customer satisfaction Effective B2C communication helps the company to attract more customers Reference List Autonomic and trusted computing: 7th international conference, ATC 2010, Xi'an, China, October 26-29, 2010 : proceedings. (2010). Berlin: Springer. Barnes, D., & Hinton, M. 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