c




|
1.0 Introduction ............................................................................................................ 2
2.0 5C¶s .......................................................................................................................... 2
2.1 Clarity ................................................................................................................... 2
2.2 Content .................................................................................................................. 3
2.3 Convenience .......................................................................................................... 3
2.4 Commerce ............................................................................................................. 4
2.5 Customer commitment ........................................................................................... 4
3.0 Conclusion .............................................................................................................. 5
4.0 Bibliography«««««««««««««««««««««««««««...6
5.0 Apendix«««««««««««««««««««««««««««««..7


9
|   
|
¦lectronic commerce or ¦ commerce is the marketing process of buying or selling
products or services over computer network such as Internet (InvestorWords, 2011). In
this competitive world of the Web, growing the business and increasing the profits online
require some careful planning (Pixelsmedia Technologies, 2011). AirAsia, among the
most successful website in Malaysia, was voted the most popular site for online shopping
in the 11th Malaysia Internet User Survey; internet bookings increased from 5% of all
bookings in 2002, to approximately 50% in 2004 (AirAsia, 2011). To further understand
and analyze how the company iswinning in web design, AirAsia¶s website will be
observed by using the 5C¶s factors that are suggested by Sarah McCue (S¦
, 2007).
The 5 C¶s are clarity, content, convenience, commerce and customer commitment.




|

 9  
|
The AisAsia website was dominantly designed in red and white which represented the
colors of the corporate logo. In addition to that, the background of the site is simple and
elegant where it is not filled with complex graphics, animations and other complicated
visuals. ther than that, the site uses short sentences and paragraphs to ease the browsing
by customers. For example, the advertisementsthatare shown in the website uses short
phrases such as ³Book Now´ and ³Hot
eals´ where the brief and clear words make it
easier for consumers to read and understand the main details of a particular
advertisements or bookings. Besides that,a logical and step by step navigation has been
applied where it involved all the essential procedures such as registration, payment and
confirmation. For example, the first step of booking an air ticket is the registration that
involves the flights selection,entering guest details, pick a seat and add ons, before
moving on to the payment step and lastly the confirmation and travel itinerary (AirAsia,
2011).
   
|
Content is the important thing that helps to attract the visitors to revisit a web site.
Important contact information such as mailing address, telephone number, fax number
and email address of AirAsia are displayed in the ³Contact Us´ link on the homepage.
Besides that, the keywords of AirAsia website are carefully selected for indexing in the
search engine. The keywords that are used most of the time to find AirAsia website are
low cost airlines, world¶s best and also low cost (Themecraft, 2011). ther than that,
there are ³Quick guide´ and ³How do I´ section on the left of the site to guide the
customers on how to use the site suchashow to book the air tickets and online check in.
AirAsia also categorizes their products accordingly so that their customers are directed to
the intended sections effortlessly. For example, on the left of the site, there is a
³Booking´ section that provides services to consumers that wish to book for their air
tickets, hotel and tour section with the purpose of offering hotel and tours services for
consumers and the online shopping for the products (AirAsia, 2011).

 
|
AirAsia is a multilingual website; this site is constructed in many different languages
such as ¦nglish, Chinese, Malays, Korean and French that are fully operational, which
helps to overcome the language barrier. Besides that, this site also encouragesvisitors to
register as member. Visitors can be registered by clicking the ³Sign up´ link on the right
top of the site where the customers are directed to the registration site. nce the visitors
are registered, they can log in and manage their account and bookings. Furthermore, the
new development of the site will be highlighted in the ³All N¦W AirAsia.com´ link and
³Latest from AirAsia´ section at the bottom of the site. For instance, changes in the site
feature, new destination route and updated fee schedules are to be informed. In addition,
AirAsia offers ³AirSpace Advertising´ for their clients and promised the clients to cater
all their needs in ensuring the effectiveness of their campaign (AirAsia, 2011).
 |
|
The site is offering easy pricing calculations that ease the customers understanding.
When customer is to book a ticket from AirAsia website, the price that has shown on the
screen is the air ticket and taxes charges but not the meal and baggage. This is because
the meal and baggage is optional for customers to choose since some of the journey of the
flight is very short. ther than that, the number of clicks for customer to reach the
information from the home page is also a very important part in commerce. Creating a
lengthy path which involved multiple clicks to reach a product may annoy the customers
and this might cause the customer to leave the website. Basically, the information that is
needed by AirAsia customers is available on the home page such as ³search flights´ link,
³hotel and tours´ link or online shopping link. Thus, customers can be directed in fewer
clicks to get the intended information. Moreover, the new offers or promotions that is
carried out by AirAsia will be shown on the advertisement or ³on sale´ board that located
in the home page. For instance, the company is offering ³free seat´ promotion for
customers and afterwards, the ads will be publicized on the home page of the site to
ensure that it capture the customer¶s attention. Besides that, there are two search engines
on this site. The primary search engine which located on the left side of the website is
used to search for the availability of air flight ticket on a particular date. Whereas, tha
latter search engine searches for any information related to the words users type in thebox
(Frieda, 2009).

 
  
|
AirAsia website offers premium customer service line from 7am to 7pm with a charge
incurred at M1.95 per minutes and the ³Self Help Menu´ for 24 hours (AsiaTravel Tips,
2010). However, the site also provides the ³Live Help´ for members from 9am to 6pm on
every Monday to Friday and the free chats are in ¦nglish, Bahasa Malaysia, Bahasa
Indonesia, Mandarin and Thai. This site also allows customers to check their order status
online on the ³Manage my booking´ link. Customers can alter or edit their booking on
their own convenience through the website; however, there is a certain limitations to the
changes can be made such as the travel date for certain discounted rate flight. Besides
that, the customers of AirAsia can provide their feedbacks about their experience on the
AirAsia¶s Social Media Hub like AirAsia fan page in Facebook. Customers can also
email to provide feedbacks to AirAsia wherethe site responds immediately to the
customer needs. For instance, when a customer is making a booking for the air ticket, the
site can respond immediately with confirmation letter and this is more time saving
(AirAsia, 2011).


|

|
AirAsia is doing very well in their e commerce site and this has made them successful in
terms of profits and customer trusts. However, according to the complaintsboard website,
some of the AirAsia customers are disappointed with the high charges rate and bad
service of the premium call centre. Many customers commented that the customer service
line is always busy and the high call ratehas been an issue when customers are required
waiting for their call to be attended (Complaintsboard, 2008). It is highly recommended
that AirAsia should offertoll free premium customer service line and increase the number
of lines available. Besides that, AirAsia can offer the 24 hours call centre to satisfy those
customers who need to book or cancel their flight after office hours. Although there is a
24 hours self help option, but that option only provide the automated responses to basic
enquiries, such as on flight schedule, booking status and baggage tracking which has not
solved the problems faced by the customer at times (AsiaTravel Tips, 2010). It is well
known that Air Asia has achieved several awards since its establishments however there
is still room for improvement, in order to become a world class budget air line company.

4.0 Bibliography

AirAsia. (2011, March 11). Airspace advertising. etrieved March 11, 2011, from
AirAsia: http://www.airasia.com/my/en/airspacead.html
AirAsia. (2011, March 11). Contact us. etrieved March 11, 2011, from AirAsia:
http://www.airasia.com/my/en/contactus.html

AirAsia. (2011, March 11). Corporate profile. etrieved March 11, 2011, from AirAsia:
http://www.airasia.com/my/en/corporate/awards.html
AirAsia. (2011, March 11). Home page. etrieved March 11, 2011, from AirAsia:
http://www.airasia.com/my/en/home.html
AsiaTravel Tips. (2010, March 4). AirAsia Upgrades Call Centre Services. etrieved
March 11, 2011, from AsiaTravel Tips: http://www.asiatraveltips.com/news10/43
AirAsia.shtml
Complaintsboard. (2008, August 29). Air Asia Complaints No one pick up and engaged
only. etrieved March 11, 2011, from Complaintsboard:
http://www.complaintsboard.com/complaints/air asia c93956.html
Frieda. (2009, July 9). eview on local e commerce site: AirAsia.com. etrieved March
11, 2011, from nly4fact: http://only4fact.wordpress.com/2009/07/09/review on local e
commerce site airasia com/
InvestorWords. (2011, March 2011). ¦lectronic Commerce. etrieved March 10, 2011,
from Investorwrods: http://www.investorwords.com/1678/electronic_commerce.html
Pixelsmedia Technologies. (2011, March 11). e articles. etrieved March 11, 2011, from
e articles: http://e articles.info/e/a/title/Website
esign Strategy For Increased Traffic/
S¦
, M. (2007, January 06). S¦LLING ¦QUIPM¦NT NLIN¦: WHAT T
¦P¦CT. etrieved March 15, 2010, from Cedmag: http://www.cedmag.com/article
detail.cfm?id=10922054
Themecraft. (2011, March 11). AirAsia.com. etrieved March 11, 2011, from
Themecraft: http://thememcraft.net/www/airasia.com


|J