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Conclusion: Guidelines for Online Companies
Based on the current research on the development of trust in the company by online customers,the following guidelines emerge to help Web-based companies increase their customers’ trust in
them:
Increase the usability of the Web site: Making the Web site easy to use can indicate to the
customers that the company cares about them and always tries to provide them with the best service
possible. Also, appropriate search mechanisms and product listing functions can ensure that
customers are aware of all the products and services offered by the company, thereby perceiving it
as large enough to be trusted.
Make the Web site experience appealing: The browsing and shopping experience of the online
customer should be both fun and efficient. Providing abundant “value-added information” such as
product information, reviews, and recommendations can make the visit to the Web site enjoyable
while allowing the customer to make the best purchase decision possible.
Customize: If it is possible, provide opportunities for customers to customize their
products. If that is too cost-prohibitive, provide a customized interface for registered customers.
Engage the customers in the selection of information and products that are presented to them on the
Web site.
Provide security assurances: Make the security measures of your Web site clear and
understandable. Explain the technology you use to make transactions secure and provide
comprehensible privacy statements. Invest in a trusted third-party certification of the security of
your Web site.
Earning the online customer’s trust is a crucial factor for the success of all online
companies. As the recent statistics show, most online companies have not yet achieved high enough
levels of trust in the general Web user population. Hence, the vast majority of Web users do not
buy online. This chapter has provided a discussion on the factors that can increase online customer
trust and has presented a set of guidelines for companies that can enable them to achieve that
goal. It is one step in creating a trusting environment for customers on the Web, which is
essential for maintaining the growth of online commerce.
