Kogan- A Customer Experience Evaluation
Updated: Aug 29, 2019
Welcome to my second week of blog posts! This week we will be evaluating the online customer experience of one of Australia’s leading e-retailers- Kogan.com using a model proposed by Susan Rose, Neil Hair and Moira Clark. The model details the factors that affect a customer’s satisfaction and re-purchase intention. As seen in the below diagram, the model proposes a number on antecedents that affect the customers cognitive and affective state and thus produce certain consequences.
Kogan has roughly 1.5 million active users using their website as well as another 6.5 million people utilising their other services including Kogan Mobile, Kogan Internet, Kogan Insurance and Kogan Travel. This blog will focus specifically on their online retail platform Kogan.com.
1. Information Processing
Upon visiting Kogan.com, consumers are confronted with a large amount of information about a wide range of products the site offers. This can be seen as both a positive and a negative. Having such a busy homepage can encourage spontaneous purchases from customers just having a look however can also turn off those same potential customers by overwhelming them with information they find irrelevant or confusing. This busyness can also affect the perceived ease-of-use of the website.
2. Perceived ease-of-use
Although the website is very busy and in your face, it is easy to use. This is of course different for everyone and someone less tech-proficient may perceive it to be difficult to use. Popular categories of products are listed down the left-hand side of the webpage and the search bar and recently viewed button make it easy to find a specific product.
3. Perceived usefulness
The usefulness of the Kogan main page is debatable. My guess would be that most site visitors would be there to shop for products not visit other Kogan sites such as Kogan Insurance or Kogan Travel and as such the upper left corner of the website is pretty useless. Kogan have likely placed those links there to encourage Kogan.com users to visit their other sites.
4. Perceived benefits
Kogan.com greatly emphasises all of their current sales and promotions which in turn increases the perceived benefits of the site. Visitors can clearly see that they may gain more benefits from using Kogan as opposed to other e-tailers. The information on the site is highly varied and as such will produce a higher perceived benefit for a wide range of consumers with varying desires.
5. Perceived control
Unlike other sites, Kogan.com does not have many moving features such as auto-scrolling panels however it does utilise drop-down menus. These menus may be hard to navigate for users who are less dextrous. Apart from the drop-down menus, the website is easy to control.
Like most websites, Kogan.com does not require any real skill to operate. Users simply click on the link they wish to navigate to. Only basic computer skills are required.
7. Trust and risk
Kogan is a fairly well-known brand in Australia, even for individuals who do not shop online frequently. As such, perceived risk would be low for the site. Users would likely trust products sold on Kogan by other brands such as Samsung or Sony more than Kogan’s home-brand products. Users may trust sites such as Kogan Travel or Insurance less as Kogan is simply an intermediary for these products. The products are provided by other firms via Kogan platforms.
People don’t really use online shopping platforms to enjoy themselves however they do enjoy the outcomes of successful online shopping such as finding a bargain or purchasing a hard to find item. Based on online reviews and the generally positive image Kogan possesses, one would assume that their customers enjoy using their site.
Overall, Kogan.com provides a satisfactory experience for users and customers which has allowed them to become a large player in the Australian online retail market. Based on the success of Kogan and the generally good standard of their website, we can assume that many of their customers close their web browser feeling satisfied by Kogan and may intend to re-purchase via the site. Utilising the model proposed by Rose, Hair and Clark allows us to better ascertain the most necessary aspects of providing an effective online experience for our customers.
Thanks for making it to the end! Let me know what you think in the comments below. Do you think this is an effective model to analyse online customer experiences?