E-Business Performance Analysis and Lead Generation in E-Service

Annisa Miftahul Jannah 2401989612

E-Business Performance Analysis and Lead Generation in E-Service

The big challenge for companies in the field of services is the increase in customer activity and increased convenience preferences. Recent technological advances have created a very significant surge in technology-based supermarkets (Dabholkar et al. 2003). As we know, technology is evolving over time. Innovation and various research show various developments in many fields. Such developments have changed the way service companies and consumers interact. E-service is becoming increasingly important, not only to determine the success or failure of electronic commerce but also in providing consumers with a superior experience with respect to interactive information flows (Santos, 2003). Information is provided, collected and analyzed by electronic service providers to be used as a basis for serving and offering various offers to customers. In addition, the online service experience initiates service delivery and marketing communications, both of which are achieved through information exchange (Ghosh et al., 2004). Quality of service certainly has strong potential to provide benefits to customers and provide strategic benefits such as increasing customer retention rates while improving operational efficiency and profitability (Cronin, 2003; Rust et al. 1995; Zeithaml, 2000). A business should also think about the importance of quality electronic service as an important strategy that can build customer trust and relationships to our products. Analysis of e-service performance in various service companies in Indonesia is very influential on customer satisfaction which will also have an impact on customer loyalty. Some customers who have made a travel ticket reservation for example, if experiencing obstacles will certainly continue to inform the relevant parties about the problem, if the handling of the travel company is good, then the customer will build trust in the company which will also have an impact on satisfaction and customer loyalty. Conversely, if the company responds to the customer with a disappointing response then the customer will judge the travel company badly. This is an important strategy for all service companies. At the beginning of the formation of a marketing strategy, it’s also good to slip a service strategy that is much forgotten for some companies. Because important things like this can build customer loyalty. Then what is the way the strategy for service companies using lead generation? Various ways to get it, such as using the split test, A / B Testing and content marketing. In addition, marketing can also be done through social platform media such as Instagram, Facebook, Youtube, etc. This can attract consumers and prospective buyers to look around first and build trust in service companies. After that, sorting out the basic basics of colour psychology, of course, has an important role to evoke various consumer flavours. Finally, open a discussion forum space for customers, where they can freely talk about the products or services being discussed, and later can also be an opportunity for prospective consumers to build trust in the company. One example of e-service that applies good lead generation is to beauty companies femaledaily.com. I analysed in femaledaily.com they had a good start and good service. Can respond to customers within 24 hours, have good UI / UX features, have a discussion forum that many people use and are very useful of course. E-service services in Indonesia are good and reliable, of course, very necessary to prevent unwanted things.

References

Dabholkar, P.A., Bobbitt, L.M. and Lee, E-J. (2003), “Understanding consumer motivation and behaviour related to self-scanning in retailing: implications for strategy and research on technology-based self-service”, International Journal of Service Industry Management, Vol. 14 No. 1, pp. 59-95.

Santos, J. (2003), “E-service quality – a model of virtual service dimensions”, Managing Service Quality, Vol. 13 No. 3, pp. 233-47.

Ghosh, S., Surjadjaja, H. and Antony, J. (2004), “Optimisation of the determinants of e-service operations”, Business Process Management Journal, Vol. 10 No. 6, pp. 616-36

Zeithaml, V.A. (2000), “Service quality, profitability and the economic worth of customers: what we know and what we need to learn”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 67-85.