Text advertising in e-service  Part II

Alfina Fauziah  Pradhini  Hadi, NIM: 2301956014

Text advertising in e-service  Part II

The marketing elements used to create value in the e-service market vary from the instruments applied in traditional services. In general, the change in approach from traditional marketing to e-marketing is obvious. That is, to create value for customers in the e-service market, traditional marketing needs to be redefined and expanded to face new realities.

Architecture is the main element that allows contact between customers and e-service providers. According to Kelleher and Peppard (2009), when designing electronic service websites, three elements should be considered: information creation, search and quality, and support dialogue between customers and organizations. Value creation in this field relies on components such as easy navigation, solutions for sorting and searching for information, the scope of customization, or the setting and artwork of a website.

Information regarding e-services, companies, and all processes for acquiring e-service, plays an important role in customer value creation. Studies have shown that detailed, high-quality information not only affects loyalty intentions, but also partially mediates the relationship between perceived quality of electronic service and perceived value.

There is a lack of consensus on the idea of the quality of electronic services. Chen et al. (2013) argue that the quality of e-service includes all factors related to the service delivery process. In turn, Fassnacht and Koese (2006) distinguish environmental quality, delivery quality, and yield quality. According to recent research, the quality of e-service, as in traditional services, has an impact on the value and loyalty that customers feel.

Social networking, as a key tool in building relationships between customers and companies, as well as between customers, plays an important role in solving customers’ real-time problems. In addition, when using social media (blogs, forums, social networks, video and photo sharing, or cyberspace), companies can promote e-services to customers, and encourage consumers to come together to create value. As a two-way communication platform, social media enables dialogue and conversation.

A successful e-service brand is the result of all the activities listed above. The use of social media and two-way dialogue allows companies to engage customers in the process of interaction with electronic service brands. When recognized online, e-brands can be one of the most important sources of customer value.

References:

Chen, M.-H., Tsai, K.-M., Hsu, Y.-Ch., Lee, K.-Y. (2013). E-service quality impact on online customer’s perceived value and loyalty. China\u2012USA Business Review, 12 (5), 473–485.

Batagan, L., Pocovnicu, A., Capisizu, S. (2009). E-service quality management. Journal of Applied Quantitative Methods, 4 (3), 372–381.