The website of Valuair and Dell Singapore have been visited for twenty times on four different days (24 and 31 December 2004; 1 and 8 January 2005) at five different timing, namely 7:00 – 8:00am; 12:00noon – 1:00pm; 5:00 – 6:00pm; 12:00midnight –1:00am; and 4:00am – 5:00am. Both websites were available during these visits. Test order / flight reservation have been entered into Dell and Valuair websites and noted that the ordering system for both websites were functioning. All hyperlinks listed in both website were clicked and noted that they were working fine and showing reliability.
Responsiveness
Responsiveness is referring to a willingness to help customers and provide prompt service. (Parasuraman et al 1988) This dimension depends on the loading time of a webpage and time taken to reply customer email enquiry. The page loading speed is important, as customer may be unwilling to wait for long. Zona Research (1999) analysis suggests that many customers may not prepare to wait for longer than 8 second to load a webpage.
On ADSL connection (common connection in Singapore) of 3.4 MB speed, it took about 7 and 12 seconds to load Valuair and Dell Singapore home page, respectively. On average it took 4 seconds to load the hyperlinks stated in Valuair webpage. It took 15 second for a hyperlink in Dell site to load this is because Dell website generally contain more information than that of Valuair.
Original enquiries were emailed to Valuair and Dell on 2 January 2005. The queries were selected to represent typical questions that might be sent to both companies. For example, procedures to place order online, safety of credit card payment, and delivery time. Please refer to Appendix 1 for a copy of these emails enquiry.
On 3 January 2005 Dell responded with an automatic reply. In the email, a query reference number is given and a customer service manager name is stated as the sender. As of 15 January 2005, no personalized reply was received from Valuair and Dell despite another follow up letter sent to Valuair on 7 January 2005.
Assurance
Assurance measures the knowledge and courtesy of employees and their ability to convey trust and confidence. (Parasuraman et al 1988) In terms of email responses, the assurance can be considered as the quality of the answer provided. A comprehensive, accurate and affirmative answer gives high assurance and confidence to customer.
There was no response from Valuair thus no assurance can be established. Dell only replied with an automatic response, which uses positive and affirmative language. The email shows certain level of courtesy and demonstrates assurance.
Assurance can also be delivered from the website security and privacy protection. Website with no or low security and privacy protection provide low assurance quality. Customer will only use e-commerce only when they develop certain level of trust (Ferraro, 1998)
Both Dell and Valuair provided clear and effective privacy statement in the website. Refer to Appendix 2 and 3 for a copy of these statements. In its Frequently asked question (FAQ), Dell states that it uses Secure Socket Layer (SSL) technology to encrypt customer sensitive information. Dell also register it website with site identification authorities to confirm Dell identity before any transmission. However, Valuair does not states about the security features or measures used in its website.
Empathy
Empathy refers to the level of caring, individualized attention given to customer. (Parasuraman et al 1988) Empathy can still be achieved in e-commerce via personalised email and customised website support and service. The language used in Dell email appears friendly and attentive. The name of employee, job title and contact numbers also stated in Dell email thus shows element of empathy.
The ability to personalize website services is an indication of empathy (Voss A Chris, 2002). Personalized support includes customized page outlook, order tracking, search facilities, FAQ and etc (Schubert and Seiz, 2001). Dell’s FAQ page is comprehensive and lists out detail answers for questions that may be asked by customers. While Valuair has a FAQ list but the questions and answer listed are not as comprehensive.
The support across all phases of the online transaction cycle (pre, during and after sales) to assist buyer in making decision also shows empathy (Molla Alemayehu & Licker Paul, 2001). Dell website provides helps throughout the ordering process. Detail information about the order, computer, and costs were shown at each steps. Dell also allows customer to customize it computers. Limited customization and support available in Valuair website.
Valuair provided a detail list of its customer service centre contact information, including phone number and address for braches at various countries. This list is easy to read and easy to be located. While the webpage showing Dell customer service detail is difficult to locate.
Conclusion
The review noted that both Dell and Valuair fulfil certain extent of the five dimension of the SERVQUAL. Both website provide reasonably pleasant outlook and design. They show high reliability and availability as they can be assessed at various timing and during public holiday. The websites responsiveness is high as the pages can be downloaded in short time. However, both websites fail to provide any individualized response to address the email enquiries. Both websites provided a comprehensive privacy policy. Dell website provided higher security assurance than that of Valuair. Dell automatic email shows certain degree of empathy. Dell also demonstrates empathy by providing customised helps and service along the ordering process.
References:
Ferraro, A. (1998) “Electronic commerce: The issues and challenges to creating trust and positive image in consumer sales on the World Wide Web”. First Monday.
Molla Alemayehu & Licker S Paul, 2001, “E-commerce System Success: An Attempt to Extend and Respecify the Delone and Maclean Model of IS Success” Journal of Electronic Commerce Research, VOL. 2, NO. 4, 2001, Page 131
Parasuraman A., Zeithaml V.A. & Berry L. (1988), SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality, Journal of Marketing,, 64, pp 12-40
Schubert, P. & Selz, D. (2001) “Measuring the effectiveness of e-commerce Web sites”. IN: Barnes, S. Hunt, B. eds. E-commerce & V-Business. Oxford, Butterworth Heinemann. pp. 83-102.
Turban, E. & Gehrke, D. (2000) “Determinants of e-commerce website”. Human Systems Management. 19, pp. 111-120.
Von Dran, G.M., Zhang, P., & Small, R. (1999) “Quality Websites, An application of the Kano model of Website Desing”. IN: Haseman,W. D. & Nazareth, D.L. eds. Proceedings of the Fifth AMCIS. August, 13-15: Association for Information Systems, 898-901.
Voss A Chris, 2002, “Rethinking Paradigms of Service – Service in Virtual Environmen”, International Journal of Operation and Production Management, London business School, UK
Young, D. & Benamati, J. (2000) “Differences in public web sites: The current state of large U.S. Firms”. Journal of Electronic Commerce Research. 1(3).
Zhang, X. Keeling, K. & Pavur, R. (2000) “Information quality of Commercial website home pages: An explorative analysis”. In the Proceeding of ICIS, 10-12 December 2000, Brisbane, Australia.
Appendix 1
*** Please do not change the subject title for fast and easy
tracking.***
Dear Kent,
Good day and thank you for reaching us at Dell Asia Pacific Customer
Center (Dell APCC) via website.
Your feedback and comments are important to us.
We are pleased to acknowledge that your inquiry has been logged with us
with the Ref:CE/SG/34061/05/05.
Your enquiry will be channeled to qualified personnel to assist you
better. The respective personnel will be contacting you shortly.
Should you require further assistance, please do not hesitate to
Contact us.
Once again thank you for your feedback and it is indeed a great
Pleasure serving you.
Have a pleasant day!
Yours truly,
Jessica Ho (ApCustServ)
Dell Customer Care
Email: <<mailto:>>
URL : <>
-----Original Message-----
From: [mailto:]
Sent: Sunday, January 02, 2005 11:21 AM
To: APCustServ
Subject: E-Mail Dell - non-technical assistance with your order or
account
E-Mail Dell non-technical assistance with your order or account
Information as keyed in by customer
-----------------------------------
First Name : Kent
MI :
Last Name : Hoh
Country :Singapore
Email :
CustomerNumber :
Service tag :
Order Number :
topic :General
How may we assist you?
: Dear Sir,
My name is Kent Hoh. I want to buy the 2 laptops through Dell website.
I have a few quenstions would like to be clarified before I make
decision:
1. May I know what are the mid to high range of laptop model available
?
2. How many days in advance I need to book the laptops through the
website? (how many days processing before I get delivery?) 3. Can I
cancel the order after booking?
4. Is it safe to pay by credit card through Dell website?
5. What are procedures that I need to do if I have decided the laptop?
(Can you tell me the steps required?)
This is my first time buying computer online. Hope to receive help.
Thanks a lot.
Regards,
Kent
Appendix 2
Dear Sir,
I sent the following email / enquiry to Valueair and have not receive any response yet. Appreciate if my question can be clarified. Thanks in advance.
Regards,
Kent
Note: forwarded message attached.
- all new features - even more fun!
Forwarded Message
HTML Attachment
Dear Sir,
My name is Kent Hoh. I want to buy the 2 return tickets Singapore to Perth through Valuair website. I have a few quenstions would like to be clarified before I make decision:
1. May I know what are the flight scedule and timing available for Singapore to/fro Perth?
2. How many days in advance I need to book the ticket through the website?
3. Can I cancel the flight ticket after booking?
4. Is it safe to pay by credit card through Valuair website?
5. What are procedures that I need to do if I have decided the flight time and date? (Can you tell me the steps required?)
This is my first time buying ticket online. Hope to receive help.
Thanks a lot.
Regards,
Kent
- all new features - even more fun!
Appendix 3
Dell Privacy Policy
Dell respects your privacy. Across our business, around the world, we will only collect, store and use your personal information for defined purposes. We use your information to support and enhance our relationship with you, for example, to process your purchase, provide service and support, and share product, service and company news and offerings with you. We safeguard and protect against unauthorized access, use and disclosure of your information by using appropriate measures and processes to maintain security. We do not sell your personal information. We only share your personal data outside the Dell family of companies with your consent, as required by law or to protect Dell, its customers, or the public, or with companies that help Dell fulfill its obligations with you, and then only with partners who share Dell's commitment to protecting your privacy and data. At any time you may contact Dell with any privacy questions or concerns you may have. You also may ask at any time to see the personal data you have given us and request correction or deletion.
Privacy and Data Security
At Dell, your right to privacy and data security is a primary concern. That's why, when you visit dell.com, we help you maintain control over your personal data on the Internet. Below are the guidelines we use for protecting the information you provide us during a visit to our Internet sites () or when you use our online support offerings such as . Other Dell and Dell Co-branded sites may operate under their own privacy and security policies.
Dell only asks for specific types of personal information
In a few areas on our Web site and online customer support tools, we ask you to provide information that will enable us to enhance your site visit, to assist you with purchase and technical support issues or to follow up with you after your visit. It is completely optional for you to participate.
For example, we request information from you when you:
Information we may request includes your name, e-mail address, phone number, address, type of business, credit card details, customer preference, experience, demographic and interest information, customer number and service tag number, as well as other similar personal information. Should you choose to apply for credit through our financial service providers, we may also ask for your income, bank account numbers and other information needed to verify identity, financial status and to process your credit request. If we ever ask for significantly different information we will inform you.
Dell only uses your personal information for specific purposes
The information you provide will be kept confidential and used to support your customer relationship with Dell. Among other things, we want to help you quickly find information on dell.com and alert you to product upgrades, special offers, updated information and other new products and services from Dell. Agents or contractors of Dell who have access to your personal information and prospect information are required to keep the information confidential and not use it for any other purpose than to carry out the services they are performing for Dell. Dell may enhance or merge your information collected at its site with data from third parties for purposes of marketing products or services to you.
In addition, Dell may be required to disclose personal information in connection with law enforcement, fraud prevention, regulation, and other legal action or if Dell reasonably believes it is necessary to do so to protect Dell, its customers, or the public.
You can opt-out of Dell's advertising and marketing list at any time
Periodically, we may send you information about our various products and services, or other products and services we feel may be of interest to you. Only Dell (or agents working on behalf of Dell and under confidentiality agreements) will send you these direct mailings. If you do not want to be included on Dell's advertising and marketing list, simply tell us when you give us your personal information. Or, at any time you can easily opt-out of, or update your information on, Dell's advertising and marketing list by .
Dell will not disclose your personal information to any outside organization for its use in marketing without your consent
Information regarding you (such as name, address and phone number) or your order and the products you purchase will not be given or sold to any outside organization for its use in marketing or solicitation without your consent. Your information may be shared with agents or contractors of Dell for the purpose of performing services for Dell.
Internet Commerce
The online store at dell.com is designed to give you options concerning the privacy of your credit card information, name, address, e-mail and any other information you provide us. Dell is committed to data security with respect to information collected on our site. We offer the industry standard security measures available through your browser called SSL encryption, (please see Dell's page for details on these security measures). If at any time you would like to make a purchase, but do not want to provide your credit card information online, you may a sales representative over the telephone. It has always been a Dell practice to contact customers in the event of a potential problem with your purchase or any normal business communication regarding your purchase.
Customized Experience
New technologies are emerging on the Internet that help us deliver customized visitor experiences. At Dell, we primarily use "cookies" to help us determine which service and support information is appropriate to your machine and to maintain your shopping experience in our online store. Our use of this technology does not mean that we automatically know any information about you. We might be able to ascertain what type of computer you are using, but beyond that, our use of cookies is designed only to provide you with a better experience when using www.dell.com. Dell has no desire or intent to infringe on your privacy while using the dell.com site. For more information about these new technologies on dell.com visit our page.
Third-Party Sites
Please be aware that other web sites that may be accessed through our site may collect personally identifiable information about you. The information practices of those third-party web sites linked to Dell.com are not covered by this privacy statement. We use the "" symbol to mark links that go to third-party sites.
You are solely responsible for maintaining the secrecy of your passwords or any account information. Please be careful and responsible whenever you're online. If you post personal information online that is accessible to the public, you may receive unsolicited messages from other parties in return. While we strive to protect your personal information, Dell cannot ensure or warrant the security of any information you transmit to us, and you do so at your own risk.
Other Web sites
Dell's Web sites contain links to other Web sites that are not operated by Dell. Dell is not responsible for the privacy practices of the Web sites that it does not operate. Some parts of the Web site are animated using downloadable applications with Macromedia's Shockwave/Flash. We also may make video available through RealNetwork's Media-Player, and use the video hosting services of Broadcast.com. Futures-Careers, Macromedia, RealNetworks, and Broadcast.com operate under their own privacy and security policies, and the way they may collect and use information can be further evaluated at: , , and .
Contact Dell
Dell is the sole operator of the Dell Web sites. If you would like to contact us for any reason regarding our privacy practices, please write to us at the following address:
Dell Singapore Pte Ltd
Attention: Privacy Steward
180 Clemenceau Avenue
#06-01 Haw Par Center
Singapore 239922
You may also and fill out the e-mail form: "Dell Privacy Policy Information Feedback/Request".
Dell wants to help you keep your personal information accurate
To update your individual information that has been stored, please visit the section of the Dell website.
You can request or update your individual information, that Dell has collected, by submitting a request or simply a Dell customer support representative.
Changes to the Policy
Privacy Statement Effective Date: June 30, 2004
Material changes to this policy will be posted on Dell's website for 30 days.
Appendix 4
Valuair Privacy Policy
We respect and wish to protect your privacy. This policy provides you with information on what kind of information we collect from you in the course of our relationship with you and what we may do with that information. Use of our site and services is subject to this policy. Please check this policy frequently as it may change from time to time.
What Type of Information Do We Collect?
In general, you may visit our site without registering with us. However, some services on our site are only available to registered users. When registering, we typically require you to provide us with your name, address, telephone numbers and e-mail address. You may also be asked about your interests and preferences and for other information which would enable us to provide services and information to you. A profile would be created for you upon completion of the registration process. If you participate in our surveys or feedback to us, you may be asked to provide us with additional personal information.
When you wish to make a booking on our site, we will require additional information including your intended travel dates, place of departure, intended destination, whether you are an adult or child, credit card details and passport details.
We collect certain technical and routing information about your computer when you visit our site. We may, for example, record your IP address so as to track your use of the site. Additionally, we record search requests and results to ensure the accuracy and efficiency of our search engine. When collecting such information, we may employ cookies (small text files that may be stored on your computer). You may decline to accept such cookies but if you do so, you limit the functionalities that you will enjoy on our site.
From time to time, we work with third parties to serve advertisements or conduct other activities on our site. These advertisements or content may contain cookies which are maintained or tracked by third parties. We do not have control or access to such cookies.
Lastly, we aggregate information about the use of our site, such as which pages are most frequently visited, how many visitors we receive daily, and how long visitors stay on each page. Note that the kind of information we collect would change from time to time as in tandem with the evolution of our products and services.
Your information will be protected by appropriate means and we have in place certain safeguards. However, we do not guarantee that the steps we take or means we employ would be fail-safe. You should know that transmissions over a public or third party network are inherently insecure and you use these means at your own risk.
How the collected information is used
We use the collected information to provide you with both general and targeted information about offers, products, services or other useful information from us or others. The information is also used for the processing of your booking, confirming your identity at check-in and providing you with confirmation of your booking and advising you of any changes to your itinerary. We also may combine information you have provided to us by other means with the information you have given to or collected by us online (or vice versa). From the information collected from visitors to our site, we prepare aggregated, anonymised information for our marketing, advertising or other purposes.
Failure to provide us with information requested for may result in us being unable to provide you with the services and products we offer and we reserve the right to reject any booking.
Do We Share Information with others?
We may share your information with companies which are affiliated to us. Our affiliates shall include any entity that controls, is controlled by, is under common control with us, or which owns directly or indirectly no less that 10% of our voting securities. We may also share your information with selected third parties to achieve the purposes identified in this policy.
We may also obtain information on you from our affiliates and other third parties to enable us to provide our services or products to you.
We may provide to others the aggregate statistics about activities taking place on our site or related site activity for purposes of marketing or promotion.
We may disclose information about you to airport management and security personnel, law enforcement agencies, government bodies and any other entity if we have a good faith belief that we are required to do so by law or legal process, to respond to claims, or to protect our rights, property or safety.
Disclosure of your information may include the transfer of your information between countries and the further processing and storage of information in such countries. We may store and/or process your information outside of Singapore. Singapore and those other places may not have any data protection laws or may have data protection laws which are not as stringent as those of your home country. You consent to us storing and/or processing your information in the places we have mentioned.
We do not control the collection or use of information by other companies that provide services or advertise on or link to our site. Please contact these companies directly if you have any queries.
Updating of Information
Your information, including any profile which might be created and site usage data, is maintained by us for a length of time appropriate to our business needs. You may contact us to update or correct your information which is in our possession or to indicate your preference with respect to whether you wish to receive information and other marketing material from us and/or parties not affiliated to us.
Consent
In using our site, you consent to the collection, storage and use of the information by us in the manner described in this privacy policy as amended by us from time to time.
Contact
Please do not hesitate to contact us at if you have any questions or concerns about this privacy policy.
