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Chapter 1: Introducing Internet Marketing
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| bet | 21/50 | | Sana | 19.03.2017 | | Hajmi | 1,72 Mb. | | #274 |
Order fulfillment: Supported by: customer, promise, experience
Absence of errors: Supported by: experience, independent, ratings
Attitudes to trust are dependant on:
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General Internet expertise
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Internet experience for site type
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Familiarity with brand
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Familiarity with website
Note: All drivers of trust must be considered seriously and taken care of in order to ensure a smooth flow in which it would lead to customer's trust.
Consumer Response (The flow that leads to complete trust):
Trust Engagement and Flow Purchase Intent Loyalty Advocacy
Segmentation based on information need and trust:
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Ignore advisors "do it yourself"
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Depend on advisors "Do it with me"
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Gather own detailed information
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Self-Directed
Value: Information control, speed.
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Validators
Value: Comparison tables, online chats.
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Don't gather information
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Avoiders
Value: simplicity, trust, reassurance
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Delegators
Value: Interactive product selectors, online chat. Phone support.
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