Critical Comparison of Trading Companies Websites - Essay Example

? Introduction The Internet has brought about significant changes in conducting business operations nowadays. Remarkably, the online business provided for consumers has been expanding rapidly, bringing about a direct and considerable impact on these individuals and improving the progress of e-business (Yang 2007). Owing to the tremendous opportunities for business, current business establishments along with e-stores have improved their transactions and increased their daily operations. Companies typically utilize the Internet as a relevant means for selling goods and services, with which online retail sales have been reported to greatly increase. The expectations and satisfaction of customers are also of great importance to companies using the Internet for business development. For instance, the quality and effectiveness of Web sites have been associated with customers’ perceptions of the brand as well as their satisfaction and repeat purchase behavior (Chen and Wells 1999). Majority of companies provide extra effort in satisfying customers through the use of Web sites as their perceived quality and satisfaction towards a firm’s Web site have been linked to its productivity and performance within the service industry. In addition, the media has continually reported the role of electronic commerce for both consumers and organizations. In North America, for instance, Internet users were shown to look for online information before purchasing a product (eMarketer 2009) while 51% of them completed the purchase and business transaction online (eMarketer 2010). Although this innovative strategy is viewed to be fundamental, the quality of services offered through the Internet remains greatly unpredictable. According to Agarwal and Venkatesh (2002), there is a need for organizations to be aware of and completely understand the barriers and determinants on online purchasing; moreover, they should also be capable of establishing Web sites that can increase the likelihood of visitors to become purchasing customers. This is especially important as customers have been reported to increasingly seek online product information through Web sites although final purchases may not always be completed through the Internet. Nonetheless, Web sites should demonstrate quality in both the offered services and provided information (Parasuraman and Grewal 2000). The current paper will look into the similarities and differences between the Web sites of two fashion brands, H&M and Ralph Lauren. While H&M aims to offer fashion at a good quality along with the most reasonable prices, Ralph Lauren offers luxury through its clothing items. Owing to this difference with regards to the products and prices they offer, this paper will further examine whether they also exemplify variations with regards to their construction and use of Web sites, particularly their quality and effectiveness. Framework (NetQual scale) The use of the NetQual scale will allow the researcher to create a comprehensive view on the Web site quality and effectiveness of the two brands by looking into a number of variables- ease of use, information quality and quantity, visual design, and interaction personalization. Ease of Use The level of usability that is exhibited in a firm’s Web site plays a fundamental role for end-users. If an application is not easy to use and customers experience difficulties in interacting with it, it is most likely that the services and information provided through the Web site will be perceived to be important only by a small number of users. The purpose of usability is to reduce the complexities of Web sites and simplify their interface to ensure that all users are able to have a favorable experience when navigating the site (Welch and Panday 2007). Upon entering the H&M Web site, it was easy to understand the intentions of such application, which is to provide information and offer services, due to the fact that a wide range of specific links were available. For instance, ‘Store Locator’ and ‘Department’ which had subheadings, such as Men’s Fashion, Ladies’ Fashion and Kids Wear, all suggested the main purpose of the site with which the expectations of users can be easily met. These sections for apparel were very much detailed that users can easily go to the link that matches their preferences; for instance, men’s wear was divided into the basics, new arrivals as well as items for spring and summer. This increases the usability of the Web site in such a way that the titles and headings are distinctive, and that the content is displayed in a consistent manner. Aside from these, the ‘H&M Life’ provided a wide range of links that users can access to obtain information on the ways with which clothes can be worn (e.g. fashion videos, interviews), newly arrived items, store openings, and the latest trends. On the whole, the site loads quickly and is not a hassle to access. The speed of which the pages of a Web site load can contribute directly to its usability- if pages are unable to load quickly, this may adversely affect the time that consumers have in interacting with the site. As the H&M pages are loaded in a fast manner, users are better able to use and interact with the site, allowing them to have a more appealing experience. On the whole, the H&M site delivers functionality that significantly increases its usability for users. Similarly, Ralph Lauren provides a Web site with which the homepage alone offers a clear idea of its main purpose. It catches the attention of users in such a way that all necessary information has been grouped into links which individuals can easily click and access. All titles and headings are easy to read and understand; there are no signs of any confusing or mislabeled links whereas information was not limited. Owing to the wide range of links, it is easy for users to find what they are looking for (e.g. clothing items, brand and company information, customer assistance, etc.). Similar to H&M, the Ralph Lauren site requires that users should create an account in order to shop and purchase online. However, the latter provides a search engine with which users can enter a certain clothing name or item that will further limit search results and increase the possibilities of obtaining more accurate matches to what a user is looking for. Ralph Lauren also provides a ‘Site Map’; once it has been clicked, all links (titles and subheadings) will be listed in one page in order for the users to experience less difficulties in finding a certain area. Information Quality and Quantity These factors are often noted as essential reasons for online buying, according to Wolfinbarger and Gilly (2003). Owing to the lack of contact with service providers during the online experience, there is a need for the provision of precise and clear information. This dimension is characterized by the users’ perceptions of the amount and quality of technical and commercial information regarding the goods and services provided by a company. H&M is able to provide relevant information when users access their homepage as various images and texts provide links to information about discounts, latest collections, latest arrivals in stores, and fashion news. It also provides corporate information, enabling the user to learn more about the brand and the company itself along with their aims and previous reports. The Web site is basically self-explanatory with which clicking on a link can provide access to relevant and appropriate information. In a similar manner, Ralph Lauren provided links in their homepage that will bring users to quality and accurate information with which expectations are met and questions are answered without the need to contact the service provider. The difference, however, is that Ralph Lauren was able to provide a date for certain holidays or celebrations to inform users of the most appropriate items to choose and purchase for the specific event. Moreover, a more detailed homepage was created wherein users can easily determine price-related information such as payment methods, shipping rates, tracking of orders, as well as returns and exchanges- a component that H&M did not integrate into their homepage. This can further increase the information quality and quantity of the Ralph Lauren site in such a way that not only apparel information and products are offered but also the prices and purchasing process that go with it. They were also able to integrate a ‘Careers’ section in which work positions are made available online and users who intend to work for the company can obtain information about their policies and opportunities. Visual Design This aspect is characterized by the strength and fullness of the representation of the site’s environment. This can be associated with formal attributes, including images, color, videos, animations, graphics, icons, and pop-ups, all of which can have an impact on the site’s atmosphere (Moe 2003). Both the visual design of H&M and Ralph Lauren catch the interest of users due to their visually appealing pages. Layout, color, and design are all favorable with which pleasing images and fresh colors are used to represent the brand and its current items and services. Both their layouts are presented in a simple and creative manner that can be navigated easily; on the whole, their readability and visual appearance enables users to form positive reactions toward the site, increasing interest and appeal towards the products that they offer. Because most users do not have the time to evaluate a Web site in a thorough manner, the surface qualities that it present are used as basis for making credibility judgments about the company and the brand that it aims to promote. Professionalism is demonstrated through both sites due to their proper validation and appeal towards visitors; moreover, in relation to usability, the layout of the H&M and Ralph Lauren sites is user-friendly with which users can expect to find the right information due to easy navigation. Interaction Personalization This aspect enables users to define the Web site in a way that can be efficiently address their needs, establish a privileged association with the site, as well as adjust the contents of the environment in a timely manner. Internet interactivity leads to adapted answers and increases the likelihood of efficient customer service and provision of personalized services (Bitner, Brown, and Meuter 2000). For both the sites of H&M and Ralph Lauren, customer service is provided in the homepage itself; clicking on the ‘Customer Service’ link on H&M’s homepage will lead the user to a list of specific areas that he or she may be experiencing difficulties with. The use of FAQs, also known as frequently asked questions, can save time in obtaining necessary information. H&M also exemplifies a higher level of interactivity than Ralph Lauren as its site allows users to create images of themselves, depending on sizes and measurements, enabling them to choose items they prefer and view the final outcome, similar to a fitting session in an actual store. In addition, H&M enables users to link their accounts to various social networking sites, such as Facebook, Twitter, and YouTube along with accessible applications for mobile service providers, such as Android or iPhone. This way, the user is able to connect to H&M, obtain information regardless of time and location, and experience convenience during the entire process. Ralph Lauren visitors, nonetheless, can provide their email addresses and easily subscribe to the site in order to receive updated news and information, a feature that is not available in H&M’s homepage. On the whole, both Web sites have a satisfactory level of interactivity as they allow their visitors to become engaged with the site and its content; a good balance of layout and functionality can significantly relay a positive message to users in relation to the brand and company. Conclusion Looking into the similarities and differences of fashion brands’ websites using the NetQual, the paper has been able to provide more detailed descriptions and characteristics that H&M and Ralph Lauren have presented through the Internet. Their online environment enables them to connect and communicate with existing customers and potential ones as well (Mathwick 2002). A number of factors are considered by users when evaluating Web sites, including their usability, information and content, visual appearance, and level of interactivity. Based on these components, it can be determined whether visitors will remain interested in a company and the brand that it is promoting. Usability of sites is typically characterized by a consistent layout that can enable users to find and view the information that they are seeking; thus, Web sites that promote fashion brands and their products must be able to present information in a precise manner that will allow users to have an easy and short access time. The quality of information found in Web sites should also be favorable to make them reliable and accurate; more detailed content about the company and brand itself, their products and services, special offers, as well as prices and payment processes, can allow visitors to acquire the most relevant content. Visual design should also be appealing and functional at the same time to keep the interest of users and improve their judgments of the site. In relation, interactivity does not only enhance appearance and design; it also improves site navigation and operations. Taking these factors into consideration will bring about positive outcomes for both the company and its customers in such a way that developing and improving these components can lead to improved marketing efforts, increased user satisfaction and positive perceptions toward the organization and its brand. References Agarwal, R, and Venkatesh, V 2002, Assessing a firm’s web presence: a heuristic evaluation procedure for the measurement of usability, Information Systems Research, vol. 13, no. 2, pp. 168–186. Bitner, MJ, Brown, SB, and Meuter, ML 2000, Technology infusion in service encounters, Journal of the Academy of Marketing Science, vol. 28, no. 1, pp. 138-149. Chen, Q, and Wells, WD 1999, Attitude toward the site, Journal of Advertising Research, vol. 39, no. 5, pp. 27–37. eMarketer 2009, US Online Activities of US Internet Users, Q3 2009 (% of respondents), Available at: http://www.emarketer.com. eMarketer 2010, Online Buyers 2008 & 2009, Available at: http://www.emarketer.com. 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