TO STANDARDIZE OR TO ADAPT: A WEBSITE’S DILEMMA IN THE CONTEXT OF ONLINE CUSTOMER SATISFACTION : A Comparative Study of Unilever & Adhuli Website’s in the Bangladeshi Market

Sammanfattning: The student thesis deals with standardization and adaptation of a company’s website in the enhancement of customers’ online satisfaction in the case of Unilever Bangladesh & Adhuli. The aim of the study is to carry out a comparative study between Unilever’s Bangladesh website and Adhuli’s website and through comparing and contrasting, identify the level of adaptation and standardization that effects customer online satisfaction in a positive manner. Effectiveness of a website in our study context means the website’s ability to attract, retain and ultimately engage the customer in a buying behavior online or later in an offline context. Ultimately, the examination of the two websites in an OCS context will lead to some recommendations, which we hope can prove insightful for future online retailers within the confines of similar markets. Website is probably the best and most time and cost effective way for companies to engage their customers and entice them to buy online or in some cases connect with them for later offline 6/18/2013 iv engagement. It’s therefore essential for companies to standardize and adapt their websites according to the needs and tastes of their target customers for enhanced customer satisfaction. It’s significant to note that MNCs especially those like Unilever with an informational website often ignore the importance of adaptation of their webpage in accordance with the local tastes of their customers and thereby primarily rely on their technological knowhow often dictate by costs concerns minimized through standardization. Local vendors like Adhuli with a transactional website on the other hand often ignore the value of technologically sound webpages often blinded by the fact that their understanding of the local market and taste, to some extent handicapped by costs as well, can adequately cater for online customer satisfaction. Either strategies result in the design of a webpage which capacity to enhance customer satisfaction online is greatly diminished.