Introduction
Invention and acceptance of the internet have made online shopping to be a common thing and has even resulted in the growth of many online sales companies or persons. People consider online shopping to have made it easier for one to shop without necessarily having to move from where you are and go to a physical shop and purchase. Once a purchase has been made, the question is whether it satisfies for the need or want, it the product above or below the customers’ expectations. The goal for every marketer is not for a one time customer but a repeating lifetime customer. After the purchase of the electronic product, the customer will either be satisfied or dissatisfied. It the customer is not satisfied either due to the quality of the perceived product quality; this will cause the customer to be disappointed. Otherwise, if he or she is satisfied, he or she will be delighted.
Most marketers believe that customers talk about the product to other people. With this, it is, therefore, the duty of the marketer to satisfy the consumer. Satisfaction does not necessarily mean one is happy with what the electronic they bought. Satisfaction is when a customer’s expectation has been met with the actual performance.
Unlike physical stores, the goods sold in online stores are described with the use of text, photos and also with multimedia files. Most of them will then go-ahead to provide a link where a customer can get more information regarding their product. Some of the online customers could be shopping lovers, adventure explorers or technology muddler. Using post-purchase evaluation when purchasing electronic products online, the product quality and the perceived product security profoundly affect a customers’ future buying behaviour.
Product quality
Any time a customer logs into the internet intending to purchase an electronic, the customer is faced with a vast number of options. The customer has to process each product and understand each product to choose the product that is going to meet their needs the best. From the customers’ viewpoint regarding the many and different options available, the customer tends to think this that the many options are to his or her advantage since one of the products would be a good and quality one. The process of looking at the many options and trying to understand which one of them would be better, then the decision making process becomes taxing to the customer. Once a customer has chosen a product and bought it, the quality of the product highly assist in helping to meet the customers’ expectations.
In the case that a customers’ expectations are not met, the customer automatically starts to look for other alternatives. Quality is an essential feature in the satisfaction and retaining of a customer and ensuring they continue to purchase in the future. Quality products make an indispensable input for the long term profitability and revenue. Also, good quality allows attention to grow on a product, thus inviting more customers.
Quality of an electronic is a critical differentiator in the current market full of competitors. It also adds to the reason why a company can price its items higher than other companies and still get good sales despite the price. An example of this is Apple Company can price it’s’ I phone products at a relatively higher price as compared to other phone industries. This is because the Apple Company has established a strong and long history of providing its customers with superior and reliable products with good quality. Therefore, production of right quality products has enabled the company to gain attention and customers have become aware of the company being a seller of products with good quality.
The quality of a product assists in building the company’s reputation. The growing use of social media and the internet means that the customers, together with the prospective buyers, can communicate easily share about the critics, favourable conditions and quality of the products. A company can highly benefit from having a strong and positive reputation regarding its products. This can help in differentiating the product from that of its competitors since many companies are producing and selling electronic. Poor product quality can lead to a product recall, and most customers can choose to campaign to the people around them, leading to negative publicity, reputation damage and wrongful conviction on the product.
If a company or business delivers as it promises and tells its customers, the customers are highly likely to sing praises on the company’s’ product and thus marketing their electronics. This not only gives the company a right conviction, but it also leads to the customers having a fear of missing out and thus ensuring the customer can purchase from the company again in the future. Also, social media and internet users that get to see the quality review of a company’s product would want to be part of the services and products being offered if the quality reviews are positive. This will highly help in boosting the company’s sales and customers future purchase behaviour.
Also, the quality of an electronic product after a customer has purchased online highly helps in building trust between the customer and company selling the product. According to (Hamza, 2017), most businesses selling through online platforms will not be successful and be able to sell for an extended period if they are not able to create trust with the customer. Many companies have lost sales due to brand fails and making a deeper connection with the existing prospective customers or buyers. When a company fails to a customer’s confidence and loyalty after-sales of a product, they are limited in doing and making a lot of changes, such as raising their prices. Therefore, the quality of an electronic product helps in building trust and thus giving a positive impression to the customer.
An excellent example of this BTO sports. This is a company that is well aware of that quality and trust are essential in the company’s buying future. Relating to this, BTO sports statement on their website is the company strives to provide the right products through brands that are already known and trusted to provide clients with the best quality and riding experience. This is an example of a company that appreciates the essential nature of quality products and thus connects with their customers through the not only provision of the quality products but also communicating to their customers that they understand that quality is of the essence. This allows the company to improve the customers ‘attitude. With the selling of right quality products, the customer develops a positive attitude towards the company generally and can purchase again in future and also refer more people to the company.
The quality of an electronic product can also help a company to meet or even exceed the industry standards. Adhering and following a certain recognized and known quality standard can be necessary when complying with legislation or when dealing with specific customers. An example of this is some legislative laws can state that a company should be given accreditation based on the quality standards of their products. In most countries, a company selling electronics is required to maintain safety and quality standards; this is designed to protect the customers. This forces the company to maintain a certain level of quality to achieve accreditation.
Accreditation can help the company win new customers or access a new or more extensive market through the provision of prospects and independent confirmation of the company’s ability to provide its customers with quality products. This helps in building or changing the customers’ intention and willingness to buy from the company. Through this, the customer gains more confidence in the electronics being sold and is therefore willing to buy.
Poor product quality also increases the quality cost of a company. In that, if the company does not have an operational quality control system put in place, the company could incur the cost of evaluating nonconforming products and services to identify the root cause of the problem and retesting the products after already reworking them. In extreme cases, the company could be forced to scrap the defective products and use more funds and resources to replace them. In case the faulty products had already reached the customers, the company would have to cater for replacement and return of the products. Some cases could lead to legal costs due to the company’s failure to observe the industry standards or comply with the customers.
Additionally, good quality results in fewer customer returns and complains. Spending time ensuring and testing a product to ensure it is in good quality helps in minimizing customer complaints and returns. It is common for companies to spend more time and money in creating high-quality brands to try and welcome and also persuade customers to try their products. The success rate of a company at pleasing and satisfying their customers during the initial experience with the product relates to the likeliness of the customer repeating the purchase in future. This shows that the quality of a product is highly useful in online selling and determining the future buying behaviour of a customer. Quality affects a customer’s impression, attention, attitude, conviction, intention and willingness to buy and also repurchase behaviour.
Perceived product security
The online method of selling and buying of products is among the most sensitive method of purchase as far as security is concerned. Keeping in mind that the method involves providing personal information and transfer of money through the internet, data security has, therefore, become a critical issue. Perceived product security also plays a significant role in a customer’s future buying performance. The topic of security takes a much broader and sensitive dimension when the issue of electronic cash exchanges hands due to internet-based transactions. There are several security issues relating to payment execution through the internet that deserve to be given special consideration. Each company selling its products online should ensure to secure their transactions to avoid any issues.
Due to the massive rise in the uptake of online sales, it has resulted in several security threat that makes it essential for companies to take precautions and measures against. Companies can also make use of authentication features such as encryption of information to ensure information exchange is secure. Companies can also use a digital signature to ensure that the data being provided is genuine and not tampered or stolen one. For any online selling platform, it is vital to ensure that there is privacy. Privacy is a major concern for every customer. This is due to the rise in cases of impersonation, identity theft. Any concern a customer has regarding the security of his or her data should be taken with utmost concern and seriousness.
By ensuring that data and information are well protected, a customer will comfortably transact and purchase products without any worry. This will motivate the customer and lead them to get a positive attitude towards the company and its products. With this, the company can sustain its customers and motivate them to purchase again in future.
(Swiegers, 2018)Demonstrates that integrity is also highly essential during online selling. In that, any information provided should be reliable and must not be tampered or altered. It is vital to have correct and consistent data to ensure that the client receives the exact intended message since any changes made during transmission can lead to miscommunication or shift in meaning. Ensuring data integrity highly helps in improving the impression of a customer towards the company. In that, the customer is guaranteed of information being communicated to be received and transmitted without any problem or tampering. Thus, the exact sent message can be used to make additional decisions.
Authenticationis also highly essential since it helps in ensuring that the two parties participating in the online transaction are who they say they are. A good example of this is in some selling websites or online platforms; one has to open an account and enter they’re some personal details that help in their identification the next time they visit the site. Also, in case of a purchase, the customer is required to produce an identification document to help in verification to avoid giving of products to the wrong people and promote theft. This highly helps in improving security and also helps to motivate the customers’ willingness to buy from the company.
According to (Swiegers, 2018), it is vital to ensure that the required recipient has indeed received the exchanged information or money. This is vital since in the case the online selling platform does not have a mode of showing both parties, whether information or money has been received, it could lead to several issues. In that, customers would not trust transacting money if there is no mode of confirming whether the payment has been sent and received on the other hand. In most cases, online selling companies ensure to have a verification message that is received by the customer once any information or money is transacted. Additionally, a company can decide to include a platform where the website or selling site updates itself once particular information or transaction has been completed. This help both parties to confirm and therefore be at ease with the buying and selling process. This can highly help in providing a definite conviction to the customer. Once the customer can trust the buying process and can verify the process, they tend to develop a positive conviction and thus increase the chances of a future purchase.
Conclusion
In conclusion, product quality and perceived product security play a significant role in a customers’ future buying behaviour. When a customer trusts the quality of an electronic product purchased, they cannot only purchase the product again in future but also tend to inform more people of the company and its products thus also marketing the company and attracting more potential clients. Also, when a company has positive perceived product security, the customers can trust not only the product but also the process of buying and selling concerning any information exchanged during the process. Therefore, good product quality and positive perceived product quality help in motivating a customer to purchase again in future.
References
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