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Electronic Commerce: -In Customer Service We Trust
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Master Thesis in Business Administration and Marketing, School of Economics at Linnæus University, 4FE02E, Spring 2011 

Authors: Viktor Petersson and Markus Svensson 

Tutor: Åsa Devine 

Examiner: Sarah Philipsson 

Title: Electronic Commerce - In Customer Service We Trust 

Background: Technological innovations have changed the business environment, and using E-commerce has increased in importance over the last decade. Two aspects that have been discussed within E-commerce are the possibilities and concerns of offering customer service and communicate trust towards customers. 

Purpose: Increase the understanding of how companies use E-commerce, to provide customer service and trust. 

Delimitation: During theory funneling many different aspects and theories discussing problems, opportunities and risks within E-commerce was found. After evaluating this existing material, it was concluded that the whole E-commerce phenomenon was a huge task to study. Therefore, this study is limited to focus on customer service and trust aspects within E-commerce. 

Research question: What web site attributes are used to provide both customer service and trust, within E-commerce? 

Method: The empirical material was gathered through semi-structured interviews and web site observations of three Swedish hotels. Follow-up phone interviews and email conversation with the hotels was made to get deeper understanding of the subject. 

Conclusion: This research shows that especially three web site attributes for these hotels were used to provide both customer service and trust through E-commerce. The three attributes were (1) interacting with customers, (2) an easy to use and navigate web site, and (3) offering updated and relevant information. 

Keywords: customer service, customer service online, E-commerce, electronic-commerce, trust, trust online. 

Place, publisher, year, edition, pages
2011. , 79 p.
Keyword [en]
customer service, customer service online, E-commerce, electronic-commerce, trust, trust online.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13076OAI: oai:DiVA.org:lnu-13076DiVA: diva2:426947
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-27 Created: 2011-06-27 Last updated: 2011-06-27Bibliographically approved

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