E Commerce Assignment e-commerce e-commerce
ASSIGNMENT COVER SHEET
(to be completed by the student)
AIB student ID number:
2011040021
Student name:
ALEXANDRA PIKE
Course name:
BBA HOSPITALITY AND TOURISM MANAGEMENT
Subject name:
E-COMMERCE
Subject facilitator:
ANSARAH ALI
Teaching Centre:
TTHTI
No. of pages:
16
Word count:
2491
DECLARATION
I, the above named student, confirm that by submitting, or causing the attached assignment to
be submitted, to AIB, I have not plagiarised any other person’s work in this assignment and
except where appropriately acknowledged, this assignment is my own work, has been expressed
in my own words, and has not previously been submitted for assessment.
1
ASSESSMENT SHEET
(to be completed by the examiner)
Student name:
Course name:
Subject name:
Assessor/marker:
COMMENTS
Principles learnt (for example, number and understanding of principles referred to, their influence on the structure of this paper,
number and correct citations of references, use of appropriate jargon)
/4
Application of principles. That is, the analysis and evaluation of the example problem based on the
principles, including the final recommendations and their justification
/8
How well the example problem was described, including the extent and depth of information
(including the data) about it that was accessed
/4
Structure and presentation
/2
Style, grammar and language
/2
Total
Less penalties
GRAND TOTAL
/20
General comments
FOR MODERATOR’S USE ONLY
I agree with the assessor’s assessment
I disagree with the assessor’s assessment and the new mark is as follows for
the following reasons:
/20
Moderator:
2
EXECUTIVE SUMMARY
In the world today, most businesses are setting up their own websites to perform
online transactions. Trading online enables businesses to reach much wider audiences while
cutting the costs of traditional retailing methods (Business Case Studies 1995-2015).
Through this development; it is indicated that customer satisfaction and the overall efficiency
of these establishments improve. There is also a revolution in the supply chain management.
As compared to the advantages of traditional brick and mortar type business processes, on
becoming a click and mortar type business by implementing e-commerce; there are more
advantages and positive impacts achieved.
The company, Suzan’s Catering; seeks to enhance and improve their marketing and
customer satisfaction. E-commerce provides virtually free marketing not only to presently
established customers but also to a wider market on a global scale. In the catering industry,
not many businesses have incorporated e-commerce into their business, so this aids in setting
the business apart from other catering companies. It improves the competitiveness of
Suzan’s Catering; not just because of the quality of goods and services delivered but also the
convenience given to a wider market of clients and customers. With the improvement in
marketing and sales, productivity and profits increase.
Apart from the many positive impacts, there are also some negative impacts
experienced with the addition of e-commerce. Customers are empowered to perform
transactions online which decreases the physical interactions with the business and thus
changes the relationship between the business and the customer. As more customers choose
the online methods over traditional methods and this brings forth a strong dependence on ecommerce. When downtime and disturbances through dropping signals from the internet
service providers occur, this could adversely affect the efficiency of transactions, production
and delivery. The business must seek to minimize any interferences with e-commerce.
3
TABLE OF CONTENTSContents
EXECUTIVE SUMMARY.........................................................................................................3
TABLE OF CONTENTS.............................................................................................................4
INTRODUCTION.......................................................................................................................5
MARKETING; CUSTOMER SATISFACTION.........................................................................6
THE OVERALL EFFIENCY OF THE BUSINESS...................................................................9
THE SUPPLY CHAIN...............................................................................................................12
CONCLUSION..........................................................................................................................14
RECOMMENDATIONS...........................................................................................................15
REFERENCES..........................................................................................................................16
.....................................................................................................................................................5
MARKETING; CUSTOMER SATISFACTION.........................................................................6
...................................................................................................................................................16
EXECUTIVE SUMMARY.........................................................................................................3
TABLE OF CONTENTS.............................................................................................................4
INTRODUCTION.......................................................................................................................5
4
INTRODUCTION
The name of the company chosen for this assignment is Suzan’s Catering. This
company deals with providing all catering needs to its clients. This includes cakes, meals,
pastries, equipment, servers and the delivery of these products and services on request. The
company is seeking to expand its business by gaining a larger number of customers while
maintaining the loyalty and satisfaction of those at present. In keeping up with modern times
and with regards to ensuring comfort and convenience for customers, the business is
considering the potential use of e-commerce. With this new implementation, the business
also hopes to gain better marketing with decreased cost in overall marketing efforts.
The objective of this assignment is to discuss and highlight how the application of ecommerce in a small business would affect marketing, the overall efficiency of the business
and the supply chain. Presently, Suzan’s Catering functions through the use of telephone to
communicate with customers. Customers would call or email to place their order, the owner
of the business would respond in confirmation, and the order would be delivered to them on
the specified date and time. Customers either pay in cash or cheque upon delivery de
As there is no physical storefront, Suzan’s Catering plans to develop a webpage and
social media page. There, On the webpage, would be a view contact information, product
information, (nutritional fa on the owner and business, fillable e-forms, information on the
ordering process, andd details about he delivery service. Customers could create
accountsalso subscribe to the and page to receiveget updates on new products, discounts,
sels, free delivery (limitedly) and prichanges via emails. The page would also provide a link for
visitors and custok or ask questions and post reviews about the business and its products and
services.
5
MARKETING; CUSTOMER SATISFACTION
Because of the nature of the business, a physical exchange is always performed at the
end of the transaction process. By initializing e-commerce, the business would become a type
of click-and-mortar business, as it involves online and offline operations. To ensure customer
satisfaction; the business as well as the webpage would meet many requirements. Some of
these requirements are listed in the table below.
REQUIREMENTS
PRODUCT AVAILABILITY
DESCRIPTION
Albums with small images of the available
products would be accessible; each with a
link to view in a larger size, so that the pages
INFORMATION ACCESSIBILITY
load easily.
Contact information, product sizes and prices,
and nutritional facts would be easy to access
through links provided. Links to related or
similar products would be available for price
RELIABILITY
comparisons.
All information online would be updated
weekly.e, Information provided would be
aaccurat and useful to site visitors and
EASE IN TRANSACTIONS
customers.
Once customers sign-up for an account, a
fillable e-form would automatically be
emailed to them. The form would also be
reachable and downloadable on the main
website as well as the Facebook page. Orders
can also be placed via whatsapp messenger
and other instant messaging and social media
applications. Once the order is received,
confirmation emails and/or messages would
6
be sent to customersthe process of how to
COMMUNICATION AND FEEDBACK
place ordetion emails wil
All responses to questions, comments and
orders would be promptly given through
direct emails or it would be uploaded onto
the ‘Frequently Asked Questions’ page.
Suggestionssand recommendations would
also be provided to customers with reference
to their preferences and order history. .
Figure 1: Requirements and Descriptions of the Business’s webpage to ensure Customer
Satisfaction.
With reference to the table above; the interactivity, the quality of information and the
quality of the service provided on the site would all be assessed to ensure that the
customers’ need are met and satisfied. In terms of the interactivity; quick feedback will be
provided to the customers, as well as a variety of choices for their purchasing decisions, so
that they are not restricted in options. All information, photos and online fillable e-forms
from the main website would also be equally accessible through thea soial media page on
Facebook. The woulmust ssered. Montates would be providedupdated regulrho ingredients
and nutritional facts so that customers are aware of allergens in the products, etc.
For convenience and comfort, apart from phone calls and SMS text messaging;
customers can communicate and share via instant messaging applications such as Whatsapp,
BBM and Facebook messenger. Monthly emails would be sent to all customers advertising
special discounts and new products. By analysing each customer’s preferences, choices in
products and price range; discounts and suggestions to similar products would be provided
for a personalized and customized service. Free additional products would be given to loyal
customers annually, and also to those customers who place large, customized orders.
Sampling of products would be available to new and potential customers.
7
The willingness to help and assist customers by providing product suggestions and
recommendations through customer preferences would be vital in establishing customers’
satisfaction and improve the quality of the products. With quick feedback, the customers
would develop confidence in the business as they feel as if the owner is never too busy to
respond to their requests. A sense of trust would be instilled in customers and this leads to
increased loyalty from customers, as well as good reputation building through customer
reviews.
Figure 2: The relationship between Service Quality, Interactivity, Information Quality
and Customer Satisfaction.
SERVICE QUALITY
Prompt service
Convenience
Recommendations and
Suggestions
INTERACTIVITY
Quick Feedback
Variety of
Choices
CUSTOMER
SATISFACTION
Trust
Loyaltyy
Reputation
INFORMATION
QUALITY
Availability of
information
Usefulness
THE OVERALL
EFFIENCY OF THE BUSINESS
Relevance
E-commerce is the fastest growing way of selling goods and services to customers.
This business comprises of business to customer trading where the business deals directly
8
with the customers either face-to-face, over telephone or through the adoption of ecommerce; via a webpage, and an order is placed.
setine es Case Studies 1995-2015).
Twor equike th
Tng the webpage, emails and phone calls, as well as to production processes. With
feweptions, tecatering staff would be free to perform other vital tasks. They would be able to
focus on preparing orders to customer specifications, which results in increased customer
satisfaction.
E-commerce would help improve the competitiveness of Suzan’s Catering; not just
because of the quality of goods and services provided but the convenience given to a wider
market of customers. TOe easier access to first-time customers and marknto decreaing the
coting through physical flyers and business cards, and also decreases the dependency on
word-of-mouth. This hereby improves marketing and sales. With the addition of new
customers, sales would increase and thus productivity and profits would increase as well.
Better relationships would be built with customers through the use of reviews and
feedback via the website and Facebook page. ty analysing and understanding customer’s
trends as well as takinnd suggestions into consideration, products would be made to suit the
customers’ preferences. This aids in enhancing the efficiency through customer data. In
All customers would feel empowered by the ability to place their customized orders
online. The website and the Facebook page gives customers all of the information they need
so that they are able place these orders anytime, confirm order details, request changes, and
repeat orders without delays. it also has a
The turnaround time in completing transactions would be greatly affecte input of
orders are constantly monitored. Through this; errors in orders, transactions and production
would also be virtualiminae orders wd be clearer and more accurate, and in turn deliveries
9
can be made on timdering the use of instant messaging and confirmation emails; customer
disputes and order adjustments would be handled quickly and easily without interrupting the
workflow and the overall stress on staff. As a result of this, apart from customers’ invor
reliable record ocustomers’ disputes would be available to reference for future discrepancies.
With the maintenance of online records, the analysis of trends could be performed
without trouble and in less time. This would be used to anticipate seasonality of orders and
ensure that all ingresary materials are available. Bulk orders can be negotiated with many
suppliers beforehand so that stocks would be readily attainable for the months of high
demand. This action would impact immensely increase in rstocks would be used efficiently;
so that wastage and expired goods would decrease. This would help to minimize or decrease
production costs.
Upselling of new and unpopular products through the use of online promotions only
(via the website, emails and the Facebook page) could encourage customers’ sales and
therefore increase revenue without the additional expenses on physical advertising and
sampling.
Through the webpage, the quality of information accessible is improved and easily available
online as compared to over the phone or through an actual meeting with the business staff.
However, to an extent thiive effect on business as it brings physical interaction with
customers to a minimal, and the relationship between customer and business may
deteriorate. TOhe e information e available to customers on the other hand, would have to
be limited as top of the products delivered from being adopted by existing and potential
competitors.
The business would develop a strong dependence on e-commerce as a negative
effect. This is because more customers would seek to obtain information online rather than
10
through traditional methods of calls and face-to-face encounters. If at some point, the
webpage crashes due to a server overload as many people access the site at the same time, it
can affect the interaction between the business and the customers. OAlso other issues su
servce dropping from the internet service providers (ISP) can or errors and bugs o affect the
transaction and communinteraprocess en the business nd firsquainted cusers.
When the webpages undergoes scheduled mntenance and upgrades, the business
would experience what is known acustomers would be unable to access the webpage for that
particular period of time. Details about this event would have to be displayed on the
webpage in advance or sent via email to existing customers so that their loyalty and trust in
the business can be preserved. The business would have no control over unacquainted
customers visiting the page for the first time on that day and time, and this may drive away
potential customers.
11
THE SUPPLY CHAIN
A supply chain can be defined as three or more organizations directly linked by one or
more of the flows of products, services, finances, and information from a source to a
customer (Mentzer et al., 2001). It usually consists of key personnel or organizations
associated with the supplier, manufacturer, wholesaler, retailer and consumer (Wigmore
2013). lower for customers. In association with the catering business, the supply chain wouer,
manufacturer (Suzan’s Catering) and the consumer.
Traditionally, the business would purchase all equipment and stocks needed from
various suppliers. When a consumer places an order by contacting the business through
telephone or directly at the establishment, the order is manually written and verbally
confirmed. The materials bought from the suppliers are used to create the products which
are then delivto the consumer on the specified date and time. Upon delivery the customer
pays cash or cheque and a physical invoice is given. If the order is to be changed or cancelled,
the consumer would have to contact the business via the same means to relay this
information.
Sometimes, outsourcing the equipment and ingredients needed for production from
suppliers can be time consuming as multiple groceries and supermarkets are visited. If stocks
are bought too soon, even if stored properly; the quality would deteriorate overtime and they
eventually expire. If no stocks are bought and a consumer calls to make a same-day order, the
materials needed would then be sourced and may be purchased at a higher cost. In some
instances, the required ingredients may not be available and would then need to be
substituted. This in turn would af quality of the product and the timeliness in deliv
By using e-commerce, the length of time taken to complete this transaction could be
reduced as some processes would change. For example, the consumer would easily place
orders online by filling out the e-forms, including their product specifications. The order is
received by the business and a confirmation email is sent to the consumer as soon as done.
12
The production staff works to creatsduct, and an invoice is sent via email to the customer
once it is finishedproduct is delivered to the customer where they pay and receive a stamped
copy of the invoice sign tolitate their own record purposes.
Based on ordering trends through customer data collected, the business could
purchase stocks accordingly to reduce wastage. The time taken in outsourcing materials can
be reduced as materials can be ordered online and received within a specified time.
Disintermediation and reintermediation takess place throug this aies such as supermarkets
and groceries can either be removed or reintroduced to the supply chain. More time can now
be put into the actual uction and delivery of the product.
If the customer wishes to adjust or cancel the order, it can be done online through
their personal account on the webpage. Customers can access their previous and current
order forms submitted where they can adjust the details to be resubmitted or cancel the
order.Same day changes and cancellation to orders already submitted would not be an issue;
as customers would receive a notice upon order submission regarding the time period in
which these adjustments can be made.
With regards to the order fulfilment process; back-office operenture of the business it
consists of the in-house production, physial delivery of product or service, payment for
product or service and the replenishment of materials and ingredients used in production.
Even so, the accounting and logistics included in the back-office operations of the supply
chain would not be affected as changes are only made to the business process which is
inclusive in the front-office operations of the supply chain. Sometimes, outsourcing the
equipment and ingredients needed for production or services from suppliers can be time
consuming as multiple retail ou supermarkets are visited. By using e-commerce, the length of
time taken to outsource such materials is reduced, and more time can be put into the actual
production and delivery or service.
13
CONCLUSION
Tthe implementaton of e-commerce into this business would bring forth many
advantages but also few disadvantages. E-commerce pushes the business forward into the
21st century market, but causes the business to develop a strong dependence on modern day
technologies. The overall efficiency of the business improves as advertising and marketing
becomes easier, but the demand for the online service would increase as more customers
would choose to communicate via these methods. ease of access adds to the convenience
and comfort, in addition to; the quality of the physical product meeting the customer’s
requirements, ensures delivered satisfaction. However, the relationship between the
customer and business owner and staff can weaken instead of strengthen as little to no
physical interactions occur before, during in or after the ordering process and delivery of the
product. Still, once there is continuous online interaction between business and customer,
accuracy in order transaction and timely delivery, the business will prosper through the
incorporation of e-commerce.
14
RECOMMENDATIONS
Ton order to prostent service and keep up i would eventually turn more to ecommerce. This may be by considering online payment options as oppose to cash and cheque
only upon delivery. In this way customers can pay beforehand so cancellations are
avoided,ofe providers would need to be established to ensure quality service and
uninterrupted connections are maintained. TheAfter this is done, the business will ensurecan
assure that their online customers have an enjoyable experience on their website. With the
increased in profits, Tthe business could then consider hosting the webwith a private
company that would adequately manage, monitor and maintain all online bng paid a monthly
or annual fee. Once all throblems that arrned with online transactions are dealt with
promptly and appropriately, this click and mortar type business can grow successfully.
15
REFERENCES
Attard J. (2006), ’10 Ways to make your website work harder for you’, Management Services
Winter, Institute of Management Services
Berger A.J & Gattorna J.L (2001), ‘e-commerce and supply chains – breaking down the
boundaries’, Gower Publishing, Aldershot
Lin H-F. (2007), ‘The Impact of Website Quality Dimensions on Customer Satisfaction in the
B2C E-commerce Context’, Total Quality Management & Business Excellence, Hospitality and
Tourism Complete, EBSCOhost, viewed 13 April 2015
MacGregor R (1951), ‘E-Commerce in Regional Small to Medium Enterprises’, IGI Publishing,
IGI Global, UK
Mentzer (2001), ‘What is Management in Supply Chain Management’, Journal of
Management Policy and Practice vol. 11, pp. 11, viewed 13 April 2015 http://m.www.nabusinesspress.com/JMPP/NaslundWeb.pdf
Nicke C (2006), ‘The impact of E-Commerce on Supply Chain Management’, viewed 13 April
2015, http://www.grin.com/en/e-book/80393/the-impact-of-e-commerce-on-supply-chainmanagement
R.P Mohanty, D. Seth & S. Mukadam (2007), ‘Quality Dimensions of E-Commerce and their
Implications’, Total Quality Management & Business Excellence, Hospitality and Tourism
Complete, EBSCOhost, viewed 13 April 2015
Sowinski, LL (2013), ‘E-Commerce and the Supply Chain’, Food Logistics, 146, pp.24-29,
Hospitality and Tourism Complete, EBSCOhost, viewed 13 April 2015
Wenninger J (1999), ‘Current Issues in Economics and Finance’, the Research and Market
Analysis Group of the Federal Reserve Bank of New York. Viewed 13 April 2015
http://www.ny.frb.org/research/current_issues/ci5-10.pdf
Wigmore I (2013), ‘Supply Chain’, viewed 13 April 2015,
http://whatis.techtarget.com/definition/supply-chain
Yang G. (2012), ‘Relationships between E-Commerce and Supply Chain Management’,
Springer International Publishing AG, Part of Springer Science+Business Media viewed 13
April 2015,
http://link.springer.com/chapter/10.1007%2F978-3-642-29637-6_87#page-1
Start assignment here: (delete this sentence)
16
(to be completed by the student)
AIB student ID number:
2011040021
Student name:
ALEXANDRA PIKE
Course name:
BBA HOSPITALITY AND TOURISM MANAGEMENT
Subject name:
E-COMMERCE
Subject facilitator:
ANSARAH ALI
Teaching Centre:
TTHTI
No. of pages:
16
Word count:
2491
DECLARATION
I, the above named student, confirm that by submitting, or causing the attached assignment to
be submitted, to AIB, I have not plagiarised any other person’s work in this assignment and
except where appropriately acknowledged, this assignment is my own work, has been expressed
in my own words, and has not previously been submitted for assessment.
1
ASSESSMENT SHEET
(to be completed by the examiner)
Student name:
Course name:
Subject name:
Assessor/marker:
COMMENTS
Principles learnt (for example, number and understanding of principles referred to, their influence on the structure of this paper,
number and correct citations of references, use of appropriate jargon)
/4
Application of principles. That is, the analysis and evaluation of the example problem based on the
principles, including the final recommendations and their justification
/8
How well the example problem was described, including the extent and depth of information
(including the data) about it that was accessed
/4
Structure and presentation
/2
Style, grammar and language
/2
Total
Less penalties
GRAND TOTAL
/20
General comments
FOR MODERATOR’S USE ONLY
I agree with the assessor’s assessment
I disagree with the assessor’s assessment and the new mark is as follows for
the following reasons:
/20
Moderator:
2
EXECUTIVE SUMMARY
In the world today, most businesses are setting up their own websites to perform
online transactions. Trading online enables businesses to reach much wider audiences while
cutting the costs of traditional retailing methods (Business Case Studies 1995-2015).
Through this development; it is indicated that customer satisfaction and the overall efficiency
of these establishments improve. There is also a revolution in the supply chain management.
As compared to the advantages of traditional brick and mortar type business processes, on
becoming a click and mortar type business by implementing e-commerce; there are more
advantages and positive impacts achieved.
The company, Suzan’s Catering; seeks to enhance and improve their marketing and
customer satisfaction. E-commerce provides virtually free marketing not only to presently
established customers but also to a wider market on a global scale. In the catering industry,
not many businesses have incorporated e-commerce into their business, so this aids in setting
the business apart from other catering companies. It improves the competitiveness of
Suzan’s Catering; not just because of the quality of goods and services delivered but also the
convenience given to a wider market of clients and customers. With the improvement in
marketing and sales, productivity and profits increase.
Apart from the many positive impacts, there are also some negative impacts
experienced with the addition of e-commerce. Customers are empowered to perform
transactions online which decreases the physical interactions with the business and thus
changes the relationship between the business and the customer. As more customers choose
the online methods over traditional methods and this brings forth a strong dependence on ecommerce. When downtime and disturbances through dropping signals from the internet
service providers occur, this could adversely affect the efficiency of transactions, production
and delivery. The business must seek to minimize any interferences with e-commerce.
3
TABLE OF CONTENTSContents
EXECUTIVE SUMMARY.........................................................................................................3
TABLE OF CONTENTS.............................................................................................................4
INTRODUCTION.......................................................................................................................5
MARKETING; CUSTOMER SATISFACTION.........................................................................6
THE OVERALL EFFIENCY OF THE BUSINESS...................................................................9
THE SUPPLY CHAIN...............................................................................................................12
CONCLUSION..........................................................................................................................14
RECOMMENDATIONS...........................................................................................................15
REFERENCES..........................................................................................................................16
.....................................................................................................................................................5
MARKETING; CUSTOMER SATISFACTION.........................................................................6
...................................................................................................................................................16
EXECUTIVE SUMMARY.........................................................................................................3
TABLE OF CONTENTS.............................................................................................................4
INTRODUCTION.......................................................................................................................5
4
INTRODUCTION
The name of the company chosen for this assignment is Suzan’s Catering. This
company deals with providing all catering needs to its clients. This includes cakes, meals,
pastries, equipment, servers and the delivery of these products and services on request. The
company is seeking to expand its business by gaining a larger number of customers while
maintaining the loyalty and satisfaction of those at present. In keeping up with modern times
and with regards to ensuring comfort and convenience for customers, the business is
considering the potential use of e-commerce. With this new implementation, the business
also hopes to gain better marketing with decreased cost in overall marketing efforts.
The objective of this assignment is to discuss and highlight how the application of ecommerce in a small business would affect marketing, the overall efficiency of the business
and the supply chain. Presently, Suzan’s Catering functions through the use of telephone to
communicate with customers. Customers would call or email to place their order, the owner
of the business would respond in confirmation, and the order would be delivered to them on
the specified date and time. Customers either pay in cash or cheque upon delivery de
As there is no physical storefront, Suzan’s Catering plans to develop a webpage and
social media page. There, On the webpage, would be a view contact information, product
information, (nutritional fa on the owner and business, fillable e-forms, information on the
ordering process, andd details about he delivery service. Customers could create
accountsalso subscribe to the and page to receiveget updates on new products, discounts,
sels, free delivery (limitedly) and prichanges via emails. The page would also provide a link for
visitors and custok or ask questions and post reviews about the business and its products and
services.
5
MARKETING; CUSTOMER SATISFACTION
Because of the nature of the business, a physical exchange is always performed at the
end of the transaction process. By initializing e-commerce, the business would become a type
of click-and-mortar business, as it involves online and offline operations. To ensure customer
satisfaction; the business as well as the webpage would meet many requirements. Some of
these requirements are listed in the table below.
REQUIREMENTS
PRODUCT AVAILABILITY
DESCRIPTION
Albums with small images of the available
products would be accessible; each with a
link to view in a larger size, so that the pages
INFORMATION ACCESSIBILITY
load easily.
Contact information, product sizes and prices,
and nutritional facts would be easy to access
through links provided. Links to related or
similar products would be available for price
RELIABILITY
comparisons.
All information online would be updated
weekly.e, Information provided would be
aaccurat and useful to site visitors and
EASE IN TRANSACTIONS
customers.
Once customers sign-up for an account, a
fillable e-form would automatically be
emailed to them. The form would also be
reachable and downloadable on the main
website as well as the Facebook page. Orders
can also be placed via whatsapp messenger
and other instant messaging and social media
applications. Once the order is received,
confirmation emails and/or messages would
6
be sent to customersthe process of how to
COMMUNICATION AND FEEDBACK
place ordetion emails wil
All responses to questions, comments and
orders would be promptly given through
direct emails or it would be uploaded onto
the ‘Frequently Asked Questions’ page.
Suggestionssand recommendations would
also be provided to customers with reference
to their preferences and order history. .
Figure 1: Requirements and Descriptions of the Business’s webpage to ensure Customer
Satisfaction.
With reference to the table above; the interactivity, the quality of information and the
quality of the service provided on the site would all be assessed to ensure that the
customers’ need are met and satisfied. In terms of the interactivity; quick feedback will be
provided to the customers, as well as a variety of choices for their purchasing decisions, so
that they are not restricted in options. All information, photos and online fillable e-forms
from the main website would also be equally accessible through thea soial media page on
Facebook. The woulmust ssered. Montates would be providedupdated regulrho ingredients
and nutritional facts so that customers are aware of allergens in the products, etc.
For convenience and comfort, apart from phone calls and SMS text messaging;
customers can communicate and share via instant messaging applications such as Whatsapp,
BBM and Facebook messenger. Monthly emails would be sent to all customers advertising
special discounts and new products. By analysing each customer’s preferences, choices in
products and price range; discounts and suggestions to similar products would be provided
for a personalized and customized service. Free additional products would be given to loyal
customers annually, and also to those customers who place large, customized orders.
Sampling of products would be available to new and potential customers.
7
The willingness to help and assist customers by providing product suggestions and
recommendations through customer preferences would be vital in establishing customers’
satisfaction and improve the quality of the products. With quick feedback, the customers
would develop confidence in the business as they feel as if the owner is never too busy to
respond to their requests. A sense of trust would be instilled in customers and this leads to
increased loyalty from customers, as well as good reputation building through customer
reviews.
Figure 2: The relationship between Service Quality, Interactivity, Information Quality
and Customer Satisfaction.
SERVICE QUALITY
Prompt service
Convenience
Recommendations and
Suggestions
INTERACTIVITY
Quick Feedback
Variety of
Choices
CUSTOMER
SATISFACTION
Trust
Loyaltyy
Reputation
INFORMATION
QUALITY
Availability of
information
Usefulness
THE OVERALL
EFFIENCY OF THE BUSINESS
Relevance
E-commerce is the fastest growing way of selling goods and services to customers.
This business comprises of business to customer trading where the business deals directly
8
with the customers either face-to-face, over telephone or through the adoption of ecommerce; via a webpage, and an order is placed.
setine es Case Studies 1995-2015).
Twor equike th
Tng the webpage, emails and phone calls, as well as to production processes. With
feweptions, tecatering staff would be free to perform other vital tasks. They would be able to
focus on preparing orders to customer specifications, which results in increased customer
satisfaction.
E-commerce would help improve the competitiveness of Suzan’s Catering; not just
because of the quality of goods and services provided but the convenience given to a wider
market of customers. TOe easier access to first-time customers and marknto decreaing the
coting through physical flyers and business cards, and also decreases the dependency on
word-of-mouth. This hereby improves marketing and sales. With the addition of new
customers, sales would increase and thus productivity and profits would increase as well.
Better relationships would be built with customers through the use of reviews and
feedback via the website and Facebook page. ty analysing and understanding customer’s
trends as well as takinnd suggestions into consideration, products would be made to suit the
customers’ preferences. This aids in enhancing the efficiency through customer data. In
All customers would feel empowered by the ability to place their customized orders
online. The website and the Facebook page gives customers all of the information they need
so that they are able place these orders anytime, confirm order details, request changes, and
repeat orders without delays. it also has a
The turnaround time in completing transactions would be greatly affecte input of
orders are constantly monitored. Through this; errors in orders, transactions and production
would also be virtualiminae orders wd be clearer and more accurate, and in turn deliveries
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can be made on timdering the use of instant messaging and confirmation emails; customer
disputes and order adjustments would be handled quickly and easily without interrupting the
workflow and the overall stress on staff. As a result of this, apart from customers’ invor
reliable record ocustomers’ disputes would be available to reference for future discrepancies.
With the maintenance of online records, the analysis of trends could be performed
without trouble and in less time. This would be used to anticipate seasonality of orders and
ensure that all ingresary materials are available. Bulk orders can be negotiated with many
suppliers beforehand so that stocks would be readily attainable for the months of high
demand. This action would impact immensely increase in rstocks would be used efficiently;
so that wastage and expired goods would decrease. This would help to minimize or decrease
production costs.
Upselling of new and unpopular products through the use of online promotions only
(via the website, emails and the Facebook page) could encourage customers’ sales and
therefore increase revenue without the additional expenses on physical advertising and
sampling.
Through the webpage, the quality of information accessible is improved and easily available
online as compared to over the phone or through an actual meeting with the business staff.
However, to an extent thiive effect on business as it brings physical interaction with
customers to a minimal, and the relationship between customer and business may
deteriorate. TOhe e information e available to customers on the other hand, would have to
be limited as top of the products delivered from being adopted by existing and potential
competitors.
The business would develop a strong dependence on e-commerce as a negative
effect. This is because more customers would seek to obtain information online rather than
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through traditional methods of calls and face-to-face encounters. If at some point, the
webpage crashes due to a server overload as many people access the site at the same time, it
can affect the interaction between the business and the customers. OAlso other issues su
servce dropping from the internet service providers (ISP) can or errors and bugs o affect the
transaction and communinteraprocess en the business nd firsquainted cusers.
When the webpages undergoes scheduled mntenance and upgrades, the business
would experience what is known acustomers would be unable to access the webpage for that
particular period of time. Details about this event would have to be displayed on the
webpage in advance or sent via email to existing customers so that their loyalty and trust in
the business can be preserved. The business would have no control over unacquainted
customers visiting the page for the first time on that day and time, and this may drive away
potential customers.
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THE SUPPLY CHAIN
A supply chain can be defined as three or more organizations directly linked by one or
more of the flows of products, services, finances, and information from a source to a
customer (Mentzer et al., 2001). It usually consists of key personnel or organizations
associated with the supplier, manufacturer, wholesaler, retailer and consumer (Wigmore
2013). lower for customers. In association with the catering business, the supply chain wouer,
manufacturer (Suzan’s Catering) and the consumer.
Traditionally, the business would purchase all equipment and stocks needed from
various suppliers. When a consumer places an order by contacting the business through
telephone or directly at the establishment, the order is manually written and verbally
confirmed. The materials bought from the suppliers are used to create the products which
are then delivto the consumer on the specified date and time. Upon delivery the customer
pays cash or cheque and a physical invoice is given. If the order is to be changed or cancelled,
the consumer would have to contact the business via the same means to relay this
information.
Sometimes, outsourcing the equipment and ingredients needed for production from
suppliers can be time consuming as multiple groceries and supermarkets are visited. If stocks
are bought too soon, even if stored properly; the quality would deteriorate overtime and they
eventually expire. If no stocks are bought and a consumer calls to make a same-day order, the
materials needed would then be sourced and may be purchased at a higher cost. In some
instances, the required ingredients may not be available and would then need to be
substituted. This in turn would af quality of the product and the timeliness in deliv
By using e-commerce, the length of time taken to complete this transaction could be
reduced as some processes would change. For example, the consumer would easily place
orders online by filling out the e-forms, including their product specifications. The order is
received by the business and a confirmation email is sent to the consumer as soon as done.
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The production staff works to creatsduct, and an invoice is sent via email to the customer
once it is finishedproduct is delivered to the customer where they pay and receive a stamped
copy of the invoice sign tolitate their own record purposes.
Based on ordering trends through customer data collected, the business could
purchase stocks accordingly to reduce wastage. The time taken in outsourcing materials can
be reduced as materials can be ordered online and received within a specified time.
Disintermediation and reintermediation takess place throug this aies such as supermarkets
and groceries can either be removed or reintroduced to the supply chain. More time can now
be put into the actual uction and delivery of the product.
If the customer wishes to adjust or cancel the order, it can be done online through
their personal account on the webpage. Customers can access their previous and current
order forms submitted where they can adjust the details to be resubmitted or cancel the
order.Same day changes and cancellation to orders already submitted would not be an issue;
as customers would receive a notice upon order submission regarding the time period in
which these adjustments can be made.
With regards to the order fulfilment process; back-office operenture of the business it
consists of the in-house production, physial delivery of product or service, payment for
product or service and the replenishment of materials and ingredients used in production.
Even so, the accounting and logistics included in the back-office operations of the supply
chain would not be affected as changes are only made to the business process which is
inclusive in the front-office operations of the supply chain. Sometimes, outsourcing the
equipment and ingredients needed for production or services from suppliers can be time
consuming as multiple retail ou supermarkets are visited. By using e-commerce, the length of
time taken to outsource such materials is reduced, and more time can be put into the actual
production and delivery or service.
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CONCLUSION
Tthe implementaton of e-commerce into this business would bring forth many
advantages but also few disadvantages. E-commerce pushes the business forward into the
21st century market, but causes the business to develop a strong dependence on modern day
technologies. The overall efficiency of the business improves as advertising and marketing
becomes easier, but the demand for the online service would increase as more customers
would choose to communicate via these methods. ease of access adds to the convenience
and comfort, in addition to; the quality of the physical product meeting the customer’s
requirements, ensures delivered satisfaction. However, the relationship between the
customer and business owner and staff can weaken instead of strengthen as little to no
physical interactions occur before, during in or after the ordering process and delivery of the
product. Still, once there is continuous online interaction between business and customer,
accuracy in order transaction and timely delivery, the business will prosper through the
incorporation of e-commerce.
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RECOMMENDATIONS
Ton order to prostent service and keep up i would eventually turn more to ecommerce. This may be by considering online payment options as oppose to cash and cheque
only upon delivery. In this way customers can pay beforehand so cancellations are
avoided,ofe providers would need to be established to ensure quality service and
uninterrupted connections are maintained. TheAfter this is done, the business will ensurecan
assure that their online customers have an enjoyable experience on their website. With the
increased in profits, Tthe business could then consider hosting the webwith a private
company that would adequately manage, monitor and maintain all online bng paid a monthly
or annual fee. Once all throblems that arrned with online transactions are dealt with
promptly and appropriately, this click and mortar type business can grow successfully.
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Start assignment here: (delete this sentence)
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