Neo Marketing, which provides consumer-oriented research and marketing support, conducted a “Survey on Customer Support Required for EC Sites” from January 27th to January 29th, 2021.
We will compile and analyze valid responses from 1,000 men and women across the country who have purchased something from a direct mail order site or a mall-type e-commerce site at least once every six months, and will publish the results. did.
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“Survey on customer support required for EC sites” asked 1000 men and women nationwide
The most popular category for direct sales from manufacturers is “fashion,” while the most popular category for mall-type EC is “books, CDs, and DVDs.”
According to this survey, “fashion” was the most popular category of items purchased directly from manufacturers at 50.4%. This was followed by “PCs/digital devices” at 39.0%, followed by “Beauty/cosmetics” at 32.3%. Regarding this, Neo Marketing analyzes that in direct sales from manufacturers, products that tend to have established fans for the manufacturer or brand rank high.
On the other hand, when asked about the genre of items purchased through mall-type e-commerce, “books, CDs, and DVDs” was the most popular at 57.7%. This was followed by “fashion” at 54.0%, “daily necessities” at 51.7%, and “home appliances” at 50.3%. Items that are expected to be of the same quality no matter where they are purchased are likely to be purchased through mall-type e-commerce.
Reference source:
“Survey on customer support required for EC sites” asked 1000 men and women nationwide
The biggest advantage of direct sales from manufacturers is trust, and the biggest advantage of mall-type EC is low prices.
The most common reason for purchasing directly from the manufacturer was “because of the sense of trust” at 45.9%. This was followed by 32.1% who said “because I like the brand” and 30.7% who said “because the price is low.”
On the other hand, when asked about the type of items purchased through mall-type e-commerce, the most common response (65.9%) was “because the price is low.” This was followed by 55.2% who said “Because I get points,” and 49.2% who said “Because I have a wide selection of products.”
Regarding this, Neomarketing analyzes that in direct sales from the manufacturer, emotional points such as trust and favorability toward the manufacturer/brand of the product tend to be emphasized, whereas in mall-type EC, practical points tend to be emphasized. There is.
Reference source:
“Survey on customer support required for EC sites” asked 1000 men and women nationwide
When it comes to customer support after purchasing a product, the most common type of customer support is “repair/breakdown support.”
Of the 55.8% of people who have received customer support from a manufacturer/brand after purchasing a product, the most common type of support they have received was “shipping/arrival notification” at 31.1%. This was followed by “product replacement” at 22.7%, followed by “repair/malfunction response” at 21.2%.
On the other hand, when asked about the kind of support customers would like to receive from a manufacturer or brand after purchasing a product, the most common answer (67.4%) was “repair/breakdown support.” This was followed by “product exchange” at 51.5%, “shipping/arrival notification” at 41.9%, “purchase price refund” at 36.7%, and “hearing about any problems” at 35.4%.
Regarding this, Neo Marketing analyzes that “When purchasing online, there is a great deal of anxiety about the gap between the product and the actual product or if a problem occurs, so after-sales follow-up is considered to be becoming more important.”
Reference source:
“Survey on customer support required for EC sites” asked 1000 men and women nationwide
Just under 90% of people became more willing to purchase after receiving customer support
Regarding their intention to purchase products from that company/brand in the future after receiving customer support, 36.7% said they “wanted to purchase” and 51.3% said “somewhat wanted to purchase”. The total number of people who did so was 88.0%.
Regarding the importance of customer support after purchasing a product, 37.2% said it was “important,” 38.2% said it was “somewhat important,” and the percentage of people who felt it was important rose to 75.4%. Regarding this, Neo Marketing analyzes that “Satisfaction with customer support is thought to have a significant impact on future purchasing behavior.”
Reference source:
“Survey on customer support required for EC sites” asked 1000 men and women nationwide
The quality of support has a significant impact on the acquisition rate of fans and repeat customers.
When asked about the feelings they feel when receiving appropriate support, the most common response (94.9%) was “I feel a sense of trust in the brand/product.” Below, 93.7% said “I would like to buy that brand/product,” 88.8% said “I want to buy that brand/product,” 86.9% said “I like that brand/product,” and 86.9% said “I would like to buy that brand/product.” 77.2% said “I would like to recommend it to others.”
On the other hand, when asked about the feelings they felt when they did not receive appropriate support, the most common response (81.7%) was “the evaluation of the brand/product goes down.” Below, 80.9% said “I feel distrustful of that brand/product,” 80.7% said “I no longer want to purchase that brand/product,” 77.5% said “I no longer want to recommend that brand/product to others.” This was followed by 73.9% who said they would “dislike the brand/product.”
Regarding this, Neo Marketing believes that, “Even if the product satisfaction level is high, if appropriate support is not provided when a problem occurs, consumers may leave the brand.” The analysis says that
Reference source:
“Survey on customer support required for EC sites” asked 1000 men and women nationwide