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E-commerce: the obstacles may affect the two-party communication' B2C' and their solutions over World Wide Web(continued) - Research Paper Example

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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. …
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E-commerce: the obstacles may affect the two-party communication B2C and their solutions over World Wide Web(continued)
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E-commerce: the obstacles may affect the two-party communication' B2C' and their solutions over World Wide Web(continued)

Download file to see previous pages... 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 ...Download file to see next pagesRead More
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