Businesses in Malaysia are progressively embracing Internet marketing as they recognize the advantages of information systems in terms of efficiency, improved productivity, customer satisfaction and loyalty. More and more companies are depending on information technology to provide better services and increase the efficiency of their business. The issue linked to increasing public demands, growing complexity of technology and the growth in e commerce applications are contributing to the need for internet marketing in the nation.

Responsiveness is an important factor to consider in building customer relationships. The last thing any customer wants to hear is, I'll have to get back to you." So, customer relationship management solutions must deliver relevant, personalized messages and information in real time at the point of interaction. Real time means now! An online business needs to immediately notify an action, like an order confirmation or an acknowledgement.

A survey was conducted to find the usability of the web-based synchronous communication application system in the Malaysian e-commerce environment. This survey focused on the usability aspects (relevance, efficiency, attitude, learnability, and security aspects) of the systems quality that gives a better understanding of customer services issues related to satisfaction. This case study intends to lead to a new strategy for business striving, to achieve customer satisfaction and loyalty and improve their ability to know. 

 

Question 

(a) Why are understanding consumers in developing marketing strategies essential? Will the decision of the customers purchasing online be different if they bought it from a store? 

 

(b) To what extent will efficiency be affected once the number of customers increases? Explain and justify from consumer behavior and marketing strategy perspective. 

 

 

Guideline Answer for the question ( each question need 5oo words )

Question a

Point 1

Elaboration 

Example

Point 2

Elaboration

Example

Point 3

Elaboration

Example

Point 4

Elaboration

Example

Question b 
Point 1

Elaboration

Example

Point 2

Elaboration

Example

Point 3

Elaboration

Example

Point 4

Elaboration

Example