Dayal, Sandeep; Landesberg, Helene; Zeisser, Michael
September 1999
Marketing Management;Fall99, Vol. 8 Issue 3, p64
This article focuses on how one can build customers' trust on online businesses. Fear of online fraud is just one factor that keeps many consumers from even considering digital transactions. Consumers also expect their identity and personal information to remain confidential. In addition, they want to experience a comfort level in their dealings with the marketer. Since the beginning of e-commerce, businesses have realized that they must respond to these concerns to develop repeat customers and a robust Web business. Marketers have to give consumers compelling reasons to share the private information that drives many of the unique features of the Internet. The problem arises from a lack of trust. The risks, however small, outweigh the benefits when a consumer fears exploitation of his or her finances and identity. A survey by the Georgia institute of Technology found that only 4 percent of online users routinely register at Web sites. Companies that create and nurture trust find that customers return to their sites repeatedly.


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