University of Chicago
Type of paper: Thesis/Dissertation Chapter
After-Sale Service of Online Marketing
Recent years have witnessed the increasing demands of consumers, the high product quality cannot be the only element for satisfying consumers but the after-sale service gradually dominants the purchasing psychology. In general, the after-sales service is one of the critical success factors for enhancing the consumer satisfaction, which is acknowledged by Asugman,G.et al.(1997) to some extent. More specifically, the further study from Smith (1998) emphasizes that the purchase intentions of the consumers is strongly influenced by the customer satisfaction about the ancillary services.
For the purpose of this essay, after-sale service is defined as a range of services that the enterprise or dealer provide to the consumer after the sales of product, which can include the product introduction, the delivery and installation as well as the maintenance, etc. (Baidu cyclopedia,2012). It is vital to examine this area in order to achieve the consumer satisfaction, what’s more to make a success of on-line marketing. The question that remains to be answered is whether the after-sales service is the major element for the success of on-line marketing, or whether the managers should make the after-sales service become the augmented auxiliary production. .
This research paper will take into account both sides of the issue, and critically evaluating the main views and evidence offered. Arguments will firstly be discussed from the Internet market environmental perspective. Subsequently, the evaluation of the overall impact of after-sales service on the network marketing will be demonstrated. Finally, the conclusions along with recommendations made to internet managers will be explored.
Nowadays, the marketplace has a dramatic change as Rajan Varadarajan and Manjit S. Yadav(2009) assert that the competitive landscape has changed from the predominantly physical marketplace to one encompassing the physical marketplace and electronic marketplace, namely the Internet market environment. Whereas opponents who consider the after-sales service is the less important factor of the on-line marketing success claim that people prefer to purchasing on-line should attribute to the cheap and high-quality goods in the online-shop. It is contended that the Internet environment can provide an opportunity for the customer to select whatever they want and most consumers prefer to buy products as quickly as possible, which is also the convenience of the on-line market.(Baidu library, no date)
Furthermore, the advertisements on the Internet often act as the facilitator who can promote the consumer to boost their purchasing interests, which in turn increase the profit of the company. However, the supporters against that the increasing innovative products in the Internet are not the major part of successful on-line marketing but the after-sales service due to the virtual Internet environment. For instance, R.G. Bundschuh and T.M. Dezvane (2003) investigate that in some online companies, they can obtain higher profit generated by after-sales service than the one from the sales, the service market can be four or five times larger than the market for products.
Moreover, the large volume of information in the Internet environment can greatly contribute to the quality of after-sales service. The Taobao online shop in China can be an appropriate example, it has a integral network of after-sales service with appropriate usage of the communicating software named Aliwangwang.(Baidu cyclopedia, no date) Consequently, the after-sales service in the online environment plays an incentive role in making success of on-line market.
Another convincing statement insisted by those who disapprove the perspective that after-sales service is the main factor of on-line marketing success is that the impact of after-sales service sometimes put pressure to the sales procedure. Hartline and Ferrell(1996) claim that the after-sales service environment is a context in the interfaces between the internal and external which take place concurrently and shape the stress level that employees experience. Therefore, the effect of after-sales service to some extent will increase the pressure of the employee to devote themselves to their sales work, which in reverse could decrease the sales volume as well as the interests in the company.
However, it has to be acknowledged that the after-sales service is conducted to the success of on-line market as a result of the positive impact on the company as well as the consumer. One of the contentions in favor of that assertion is that the customer satisfaction must be the primary goal of the organization for success and growth, then after-sales service is the bridge for the employee to contact with customers for obtaining the feedback and satisfaction (Pertson and Willson,1992) . What’s more, the customer-oriented on-line market has to satisfy their customers’ demands, thus the systematic after-sales management could act as an effective approach.
Loveman (1998) maintain that the customer satisfaction has an intimate relation with the loyalty of the consumer and financial stability of the firm. Consequently, the employees will be stimulated by the high-evaluated feedback of customers to make more contribution to the company. That is to say, the high satisfaction can help the organization keep the existed customer and obtain much more new customers, which formulates a customer purchasing recycle. Hence, the impact of after-sales service in the online-market should be considered as the positive factor to the success and growth of the company.
The current paper has explored the situation of the after-sales service and analyzed the significance and impact on the on-line marketing. Along with the argument that whether the after-sales service is the main factor for successful on-line marketing has been discussed. Therefore, through the contrast of the merits and negative influence of the after-sales service on the company or customers, we can draw the conclusion that the after-sales service indeed plays an indispensible role in the on-line market since it can enhance the business performance as well as expand the sales scale. Besides, it has to be admitted that the limitation of this paper was that it didn’t specifically demonstrate all factors related to after-sales service in the on-line marketing and the impact of the after-sales service aforementioned is the small part of the issue.
Nevertheless, despite these limitations, the findings of this research paper have served to highlight the significance of after-sales service in the on-line market and point out the dual impact on the company or customers. From what discussed in this paper, it would be plausible to recommend the managers of the on-line market pay great attention on the influence and significance of after-sales service and make the most of information on the Internet to establish a integrated system of implementing the after-sales service for gaining returning customers as well as the revenue of company.
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