HOW CUSTOMER REVIEW INFLUENCES AND IMPORTANT FACTORS TO MOTIVATE CUSTOMER REVIEW IN BSS WOMEN'S CLOTHING RETAIL. This study investigated four online stores to provide information on customer needs, how to achieve customer satisfaction, and an incentive reward to motivate the customer to rate. BSS provided products directly to the final customer through the online store on Facebook (Figure 1.2), the official website and the Line application.
BSS delivers good quality cut and pattern clothing to the customer to ensure that the customer will impress with products. This research will focus on the key success factor of how to motivate customer review in women's clothing retail compared to the sample website of women's clothing retail website in Thailand including analysis of how to build. The study will benefit new entrepreneurs, online business owners, customers or anyone else interested in women's clothing retail.
According to the book titled "1,001 Ways to Keep Customers Coming Back" (Greiner & Kinni, 1999), he mentioned how to keep customers coming back by regularly communicating with customers and creating customer relationships. According to the book titled "How to Reach the Hearts and Minds of Today's Most Coveted Consumers-women" by Bernice Kanner mentioned about giving the ladies what they want. The way to make customers enjoy buying products online by encouraging them to leave reviews and feedback is how to make them satisfied and happy with our service.
According to Goritz's study of the use of material incentives mainly lottery style found that, on average, the initial response is the increase when the incentives led to 2.8% (Goritz, 2006).
Customer Experience
Customer Experience Management (CEM)
Birnholtz and colleagues found that US$5 gift certificates achieved significantly lower participation rates than US$5 in cash, whether delivered by mail or email (Birnholtz, 2004). It is impractical to account for cash; incentives that can be provided electronically are faster and easier for both researchers and participants (Fan & Yan, 2010).
Customer Loyalty
Customer feedback
Customer Service on the Internet
Encourage Customer Conversations
Gaps in the literature
METHODOLOGY
- Research design
- To collect the primary data
- Defining Target Population
- Colleting Sampling Method
- Interviewing Process
- Data analysis
- To collect the secondary data
- Defining Target Population
- Selecting the sampling
- Collecting process
- Data analysis
- An Experimental Examination of “Review Reward Activity” in Brand Sales Shop (BSS) website
- Subheading
- Method Overview
- Data analysis
Sampling customers are selected from the top 20 most frequent purchases in 2013 because the revenue from this group is more than 80% of the total revenue (Prasongsukarn, 2009). The first part talks about the characteristics of sampling such as types of fashion and their lifestyle. It concerns demographic data (customer background), types of online purchases, frequency of reviews, respondents.
Thus, the research of sample sites is collected from Thailand's Facebook page about women's clothing in a retail business (Facebook Page, 2014). To select the sample sites, the criteria were chosen according to the number of Facebook pages that focused on more than 100,000 "likes". In this study, three sample websites were selected to compare the results with Brand Sales Shop (BSS) website.
The number of customer reviews is divided by the number of pages that "like" and multiplied by 100. Brand Sale Store (BSS) had 44,721 likes, which represents the number of customer likes or followers on BSS website ("Brand Sale Store, ” 2014). BSS's customer can send the product review to receive the incentive gift from BSS without shipping charges.
Customer reviews as a percentage" from "months that have review reward activity" and "months that have no review reward activity".
FINDINGS AND DISCUSSION
The primary data analysis
- Demographic Data
- Data from the interview questions What do you buy from online store?
- Data from the interview questions How often do you review the product?
- Data from the interview questions
In the distribution of occupations, there are 3 occupations out of 20 respondents who are students, business owners and employees. In conclusion, it turns out that there are 3 business owners, 4 master level students and the others are. In connection with the personal interview, we observed the number of Thai female customers who buy clothes from online shopping.
According to the face-to-face interview, there are two reasons why customers will not return to review the product. No time: 15 respondents answered that they did not have enough time to return for the examination or would like to spend the time on other activities. Reluctant to be photographed: 5 respondents do not like to be photographed.
There are only 4 out of 20 respondents who were willing to share their shopping experience by giving feedback. For example, they received a product, which has good quality, they returned to the store to revise their perception. The reason they give their reviews and comments is because the business owner is friendly and has a service department, so they want to express their feeling of being thanked for providing good products and treating them well.
On the other hand, there are 16 respondents who do not provide feedback or review the website. They were willing to provide feedback or review when the owner asked permission to review or the owner provided a very good service and kept asking about their review so they reviewed the site and provided feedback. Most customers are shy about taking a photo and posting it publicly because they think they are losing their privacy.
They don't want to give any comments or feedback because they don't want to take more photos to choose the best one for review. Many customers said they take about 50-100 pictures to get the best and the best for review, so they don't want to waste time taking pictures. If customers do not have a good relationship or good impression with the online store, they do not want to follow the rules or activities from the online store.
- The secondary data analysis
- Data from observing the competitors’ websites
- Data from the experiment of incentive activity
According to the data in Figure 4.5, it can be seen that the number one key success factor for motivating customer evaluation is “incentive reward”. He finds that a discount promotion or extra benefit can attract more customers than good products. As a comparison between the three websites and the BBS, the result shows that the review rate (percentage) was calculated by dividing the number of customer reviews by the number of page likes multiplied by 100.
As a result, customers do product reviews and sales revenue from product reviews increases. According to the information from the primary and secondary data, the assumption of experimental test is used. According to the experiment test, BSS launches the test by creating an incentive activity as "Free gift for customers who come back to do a product review".
It has been found that BSS women's clothing online store can gain more customer reviews than last month by increasing 4% of customer reviews. Additionally, all customers who received the repurchase gift also repurchase products and give more positive reviews or feedback to BSS.
Review rate compared with top four competitors
BSS also stopped all Facebook advertising (advertising system from www.facebook.com costing about 20,000 baht per month). In December 2013, BSS earned more revenue from the "Free gift for returning customer" incentive promotion than using Facebook ads. In conclusion, incentive promotion can increase customer review and increase the level of customer satisfaction.
It also empowers BBS to motivate customer reviews more than other online stores.
RECOMMENDATIONS AND CONCLUSION
Recommendations
- Showing customer review from real customer
- Incentive reward and discount to motivate customer reviews According to observation, it is essential to build a strong relationship with
For example, BSS will continue to update and provide interesting information to customers through Facebook or Line Application (Naver.com, 2014). When a customer has taken a photo of BSS merchandise, BSS will ask them to review that photo and offer them a special discount on their next purchase. The interview results show that incentive rewards and discounts are key to motivating customer reviews.
Therefore, an online store should provide an activity that encourages customers to join and receive a reward for their photo review. For example, provide an incentive reward such as a free gift for a customer who submits a rating and feedback. Importantly, the owner should take care of the valuable in providing activities to customers, such as offering a reward that is interesting or valuable enough to motivate customer reviews.
Moreover, it is also productive to offer a special discount worth about 10-15% for their next purchase to attract customer reviews.
Conclusion
The impact of using incentive rewards in BSS increases the number of customer reviews by 4% compared to a previous month (no activity).
Limitations and directions for future research
