Electronic Commerce : -In Customer Service We Trust

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.