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Organizations should ensure that satisfying customer needs and expectations becomes a priority (Kahawatte, 2010, p. 4). Communication is a crucial aspect that contributes to customer satisfaction, as it is possible to get feedback from the clients. This essay discusses how customer-orientation can utilized in an e-commerce set up.
The increased accessibility of Internet access has led to the increased demand for e-commerce in a broadened customer base. Most of the local websites are designed to address the major population, not considering the individual customers. Therefore, this leads to poor utilization of e-commerce applications resulting in reduced profits (Senarathna, et al., 2010, p. 56). E- Commerce has increasingly grown even after the collapse of the dot-com era. E- Commerce developers and researchers have become more focused and cautious on the customer’s requirements and needs, as well as customer differentiation. This customer-oriented technique has led to redefining business practices and processes placing the consumer at the center. Customer behavior is determined by factors such as presentation styles, use of colors, use of language, familiarity with business processes, trust, and acceptance presented by the website. A successful E-Commerce system should incorporate social and cultural differentiation (Herhausen, 2011, p. 130).
A customer behavior is influenced and affected cultural and social environment. These factors are essential to the success of E-Commerce application. The social-cultural features that should be examined for an E- Commerce application includes demographics, legal characteristics, and social characteristics (Huemer & Lops, 2012, p. 220). In regards to demographics, human behavior differs according to age and gender. Demographic affects the E-Commerce system performance and design. The project manager and the engineer must design the E-Commerce application in consideration of the targeted population. In
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