|
|
What Benefits Does It Offer?
The rapid development of the e-commerce sector in recent years brings with it competition. In this case, it is inevitable for businesses that want to gain competitive advantage to focus on the concept of marketing communication. The communication process, which aims to direct the attitudes and behaviors of the targeted consumer group and strengthen them in the desired direction, includes strategies aimed at persuading consumers to adopt new attitudes and behaviors. The marketing strategies implemented increase sales and profitability, as well as contributing to the image of the business and product. Activities such as informing, creating awareness and supporting sales increase, which are among the purposes of marketing communication, not only help the business achieve its sales targets in a healthy way, but also enable the creation of customer loyalty by supporting the after-sales process.
The concept of customer loyalty, which can be defined as the customer's sense of loyalty to a certain business, brand or product in a market where there are different alternatives and a non-random shopping tendency, is based on the principle Phone Number Listof protecting existing customers. In addition, in the marketing world where gaining a new customer is more difficult than ensuring the loyalty of an old customer, determining and meeting expectations is of great importance. The necessity of consumers' pre-sale expectations and the benefits they receive after purchase to match each other brings us to the concept of customer satisfaction. Otherwise, the customer who cannot provide the expected or promised benefit from the product or service will develop a negative attitude and behavior towards the business after the dissatisfaction he/she experiences. It would be more appropriate to accept customer satisfaction as the sum of the sales experiences that the store or business provides to the customer, considering that customer satisfaction is not limited to the product or service purchased, as well as the result of the perceptions and evaluations of individuals.
The direction of the relationship between customer satisfaction and loyalty emerges as a result of customer satisfaction. Since it is accepted that customer satisfaction depends on customer satisfaction and customer loyalty depends on customer satisfaction, the point to be considered here is that the business in question is trying to ensure the continuity and permanence of the sales of products and services. Considering that not every satisfied and pleased customer is loyal, businesses in a competitive environment need to focus on their strengths and weaknesses. In the marketing process, strategies that will improve customer relations should be created such as fully understanding and meeting customer needs and expectations, ensuring the continuity of customer relations, trying to meet customer expectations before and after sales, making the customer feel important and special, and predicting and determining their needs and expectations in advance.
In this context, businesses should prioritize customer satisfaction during e-commerce and aim to keep communication with the customer at the highest level in line with current data at each step of the sale. In distance sales where trust is at the forefront, since a product that is not physically seen is being sold, instant information provided to the consumer will help prevent possible negative attitudes. Ensuring trust in the business will also increase the satisfaction that will occur during the delivery process and after product delivery. Since the prejudices that will be created in the customer due to the disruptions experienced in the sales process will be the beginning of their dissatisfaction; the consumer should be made to feel that e-commerce is easier and more practical with fast feedback, not the disadvantages caused by distance.
|
|
發表於