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The challenge for organizations operating in the e-commerce
Business motivation to encourage the trust of customers for organizations that run e-commerce
environment due to the extent that Hadl's shopping over the Internet and the high profitability of
Promise Shicleiho organizations base their customers' trust in them. Reichheld & Schefter (2000),
argue that online customers tend to concentrate their shopping in front of one organization after
two years of "acquaintance" with the corporate rate of the purchase their products / services
organization doubled. Also, They argue that there is a high importance because the trust and leads
to the growth of the recommendations of customers. They argue that, by using the Internet easier to
widespread network of potential customers. They cite the eBay site ם distribute to customers on an
as a 50% clients who were referred by the recommendations of existing clients.
Similar organizations in the classical trading, the organizations operating in the e-commerce
strive to attract a customer base to convince them to buy your product / service they offer. Trade
between the different environment and the classical e-commerce environment creates uncertainty and
risks of many, raises the importance of creating a trust to attract and retain clients on the
Internet: Customers are able to look in the eye Emocara, Eatposh the physical properties of the
space of the shop or office features indicating the organization and could not see Or touch the
products. In addition, the large amount of organizations that offer services online, Li Ha"eg
"younger relative of these organizations and the fact that many of these organizations, there is no
presence of" physical "that can be visited, a leading Lkoshe-consuming to evaluate the reliability
organizations operating in the e-commerce (Reichheld & Schefter, 2000 ; Gagliardi, 1992; Lohse &
Spiller, 1999).
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