The framework put forward by Rose and Hair (2011) suggests that customer’s interactions with a website can create opportunities for business to achieve long term relationships with their consumer bases. It denotes 8 elements which are:
- Information processing – this is the mental process people use to interpret the world around them
- In an online experience, a customer could use mental shortcuts, instant comparisons, or other heuristics to quicken the process.
- For example a person could be browsing the web for a shirt, and he/she could have multiple tabs open to compare prices and brands – in the online realm consumers are far more equipped than in brick and mortar situations.
- Perceived ease of use – easier a website, the likelier the customer will have a positive experience.
- We can see examples of this every day, immediately as we come across a website that is a jumble of words or images flooding the page, our eyes our distracted and we will switch to a site with easier navigation.
- The below website is an example of a website that is hard to follow, while underneath that is a website that is far easier to navigate
- Perceived usefulness – the extent to which the digital offer fits with consumers life
- For example, if a product or application doesn’t immediately make its purpose obvious to the user, the person will be far less likely to use it.
- Bad example: marketing an Armani jacket to a group of university students. The jacket is clearly outside the student’s budget and they would not see a usefulness that justifies the price.
- Good example: marketing a $10 burger and beer combo to students via Facebook targeted advertising. The students would see the advert and would think about going to get it!
- Perceived benefits – if customer feels they are being rewarded, they will likely support the brand
- Example: Loyalty programs. Virgin Australia allows users to earn points and enter them on the website to collect enough to spend on flights, this system generates positive brand image and also rewards customers on repeat purchases
- Perceived control – if customer is skilled user of digital technology then they will be able to successfully navigate the website or application, if not, then they will click off and sales/customers will be lost
- Skill – customers’ ability to use technology to achieve goals
- Example: Older generations struggle to use technology, while younger generations find it easier. It’s important for companies to be aware of this when marketing to different markets. While it makes sense to connect with young people through new age platforms like twitter, Facebook etc. It isn’t as viable for the older generation, however this communication gap is closing (Paul, G and Stegbauer, C. 2005)
- Trust and risk – Inexperienced users can feel vulnerable and fear the unknown (people who feel like they are always being scammed and don’t understand how to tell if a webpage is legit – like looking for the green lock in URL.)
- Ways to combat this to be employed by marketers could be: increased engagement with the customers (perhaps over the phone) to reassure the legitimacy of the company or offer; blog posts containing information as to how to tell if a web page is legitimate; ensuring that the webpage is on a secure connection (with the green lock); or an online chat in which users can talk to a real person from the company.
- Example of the green (secure) lock in web pages:
- Enjoyment – having a positive online experience
- This is a result of all of the previous elements. If the previous elements are fulfilled – for example: if the webpage is easy to navigate, trustworthy, useful and beneficial, then the user will have a positive experience.
Paul, G and Stegbauer, C. 2005. Is the digital divide between young and elderly people increasing?
Rose, S. and Hair, N.C. 2011. Online customer experience: a reveiw of the busienss-to-consumer online purchase context,International Journal of Management Reviews, 13(1), 24–39. doi:10.1111/j.1468–2370.2010.00280.x.
Chaffey, D and Ellis-Chadwick, F. 2016. Digital Marketing.