To Standardize Or to Adapt: a Website’S Dilemma in the Context of Online Customer Satisfaction
TO STANDARDIZE OR TO ADAPT: A WEBSITE’S DILEMMA IN THE CONTEXT OF ONLINE CUSTOMER SATISFACTION A Comparative Study of Unilever & Adhuli Website’s in the Bangladeshi Market Authors: Gul Hakeem Md.Nazmul Hasan Mälardalen University Academy for Business, Society and Technology EIK034, Masters Thesis in IT Management, 15 ECTS points. Supervisor: Magnus Linderström Examiner: Eva Maaninen Olsson Date: June 18, 2013 6/18/2013 Masters Thesis in IT Management Title: To Standardize or to Adapt: A Website’s Dilemma in the Context of Online Customer Satisfaction. A Comparative Study of Adhuli & Unilever Bangladesh Authors: Gul Hakeem & Md.Nazmul Hasan Supervisor: Magnus Linderström Date: 18 June, 2013 Keywords Web/Home pages, Online Customer Satisfaction, Standardization, Adaptation, Consumer Behavior, MNCs, Culture, Information Technology, Optimization, Unilever Bangladesh, Adhuli, Customer Relationship Management (CRM). i 6/18/2013 Abstract Background: Businesses, local or foreign, can no longer ignore the internet. As online competition for customers intensifies, it’s paramount for companies to understand the dynamics of online customer satisfaction, the key to selling online or using the internet via its website for informational purposes. A company’s web/home page is it’s foremost and most probably in some cases the only channel online with which it engages, interacts with and attract customers. Companies thus need to seriously take into account the level of standardization and adaptation, the most critical dimensions of their webpage makeup, in order to enhance their customer satisfaction online. Purpose: The study tries to examine the standardization and adaptation effect and its significance in terms of its OCS value for a website through a comparative case study, between an MNC and a local vendor website with two distinct websites: informational and transactional websites.
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