During the COVID-19 pandemic, the electronic commerce industry hit a phenomenal change. Many retail locations had to close, and customers were forced to place orders from home. Online retailers had a challenge in the supply of products on time due to unpredictable demand. Goods sold out at an alarming rate, supply diminished, and conveyance periods diminished. Online business stores slowly began to acquire new and expanded interest from the consumers. The purpose of this chapter is to investigate the effect of e-tail factors such as quality of information on the online store, price of product/service, user-friendly website design, privacy/security control, online customer service, and post purchase delivery service on Malaysian-based consumers purchase decision. This research is based on primary samples collected from 154 Malaysian residents online. The results indicate that there is a significant effect of e-tail factors on Malaysian-based consumers' purchase behavior, which transforms web traffic into actual purchase behavior.
TopIntroduction
Covid 19 pandemic forced organizations to go online because of the rapid changes in the current business due to recent trends, cutting edge innovation and digitalization. Marketers are brainstorming to frame better strategies to reach their customers. Digital Innovation is truly necessary for powerful customer commitment, loyalty and brand exposure. Online business greatly affects monetary regions like banking, infrastructure and retail trade. It can possibly further to develop transportation, education, information technology and government. Online business has developed and flourished due to technological advancements and accessibility of online resources. Electronic Commerce can contribute to the economic, social, technological and financial development of the country.
Today's corporate motto is “survival of the fittest and fastest.” The shift of customers from traditional shops to online shopping has forced retail outlets to transform into electronic retail outlets. To compete in highly competitive marketplace, e-tailers need to focus on the e-customer's shopping experience. E-business can be defined as any commercial operation that uses information and communication technology (ICT), to facilitate e-customers' purchasing experiences. Customer Experience Management (CEM) is a term that has emerged in the e-world when organizations can rest comfortably on the cushion known as Customer Relationship Management (CRM). Although they are similar in many ways, the concepts can be difficult to identify.
Professionals, academicians, executives and service researchers often address the topic of customer experience. Research shows that no matter what service or product a customer purchases, they will have an experience. A service is always associated with an experience (Carbone & Haeckel 1994). E-tailers need to understand what the “e-customer experience” means in order to improve their customers' buying experience. CEM is a business strategy that focuses on the company's operations and procedures to meet each client's unique needs. This is a way for e-retailers and customers to trade value in a win/win situation.
Macro elements of the retail environment can have a significant impact on customer experiences and behavior. These macro elements include branding, pricing and advertising as well as how they may influence customer relationships and customer relations. These macro elements enhance the customer experience and result in higher customer satisfaction. This leads to increased online shopping, higher wallet shares and greater revenues.
The relationship between corporate and customer allows the company to learn about the customer by understanding the needs and communicating their opinions. Businesses can effectively manage specific customer profitability by addressing their needs. Customer Experience Management's principle is almost identical. According to this theory, every time a buyer and a company meet, they learn something about the organization. As a result, they may alter their behavior so that it impacts their profitability. Businesses may be able to design more profitable and healthier interactions for their customers by monitoring customer experiences.
CRM collects customer profiles and segments them by category. It also performs predictive analytics to determine the consumer's conceptual structure. CRM helps customers understand their preferences and tendencies, so they can be directed to the most profitable route. CEM analyzes data about online retailers and customer interactions. The feedback will be sent back to CEM in a self-calibrating system, which (theoretically speaking) maximizes every opportunity to influence e–customer behavior. These are interrelated techniques that can be used together, but each one has its own benefits if it is well designed and implemented. Because of its technological superiority, CRM has received the most attention. As CRM becomes more popular, its limitations are more obvious. Customers are asked for access to information and given no indication of what will they receive. It assigns customers a category based on their past actions, but does not advise them how to create a more impressive profile. Customers are motivated to be more valuable to the company without the need for the corporate to charge more (Baskaran, 2020a).