In this modern information-age society, enterprises and people are loosely connected and technologically advanced. Companies begin to make use of the internet to conduct businesses and reach out to potential customers, by creating a website on the World Wide Web to enable transactions to be done with valued consumers. This is electronic commerce.
This timeless operation electronic commerce (E-Commerce) consists of three main parts; the business to business (B2B), business to consumer (B2C), and consumer to consumer (C2C).
Introduction
Fig. 1
Jetstar airways are a new low fares airline which based in Australia initially, at present it comprises of Singapore. Qantas owned Jetstar Australian operation, however they are operated and managed independently. Its headquarters are located in Melbourne while the intra-Asian operation is in Singapore, having its shares split with Temasek Holdings. Their first take off within Australia was on May 2004, and six months later to Asia.
Jetstar’s aim is to provide an affordable and consistent low cost travel to leisure vacationer. By keeping its costs to the minimum and allowing travelers to enjoy an extraordinary experience with its excellence services, friendly crews and pleasurable destination. Passengers could have reliance, as the association with Qantas ensures the finest standards of services.
Purposes
Jetstar website is an E-Commerce between business to consumer (B2C). They adopt a Dot.com set up which mainly consist of doing sales online that able to reduce its operating costs for not having a physical store to do business. Customers can go online purchase air tickets to their desired destination with ease. It enables users of the website to search for availability, compare prices with other competitive airlines and provide them with payment details.
Design
Fig. 2
On the main page of its website, there are banners in the centre and from time to time, Jetstar would offer promotion prices to buyers at an even lower rate of air fare to celebrate occasions or to just benefit its passengers for their loyalties to the company.
The orange box on the left hand side of the home page of Jetstar is the first step users have to navigate, by clicking the basic information of its destination and the dates for departing and arriving.
Fig. 3
After selecting, it will bring you to another page which shows you the several existing flight schedules and timings for customers to choose from. There are JetFlex and JetSavers for customers to pick, as it indicates the different planes that they are flying with. On the right, there are navigations for passengers with special needs. (Example, passengers with infants or handicapped, bulk items enquiries, etc.) Before proceeding, they have to read and agree with the terms and conditions.
The next procedure is the passengers and payment. Buyers have to fill in all the particulars of his or her profile and their companion (if available). As they scroll down, it will state the price of his or her total package price after tax. Customers have different options to make payment, using credit card, vouchers or office payment. Details are needed for authentication.
Once all procedures are done, Jetstar would issue a confirmation email and receipt number attached to it for verification on the departing date at the airport.
Features
Referring to Figure 2, the header of the main webpage has six features namely, cheap flights, hotels, cars, insurance, travel information and logins. These features enable user to navigate easily.
Cheap flights enable customers to view the pricings of country of origin to different featured destinations. Terms and conditions are stated directly under the fares for acknowledgement.
Hotels page gives buyers a vast variety of choices of recommended hotels. Jetstar directs travelers 21,000 discount hotels and apartments worldwide. They present with three different price ranges; below $100, $100 to $200, and above $200. Consumers are able to click onto the hotel link to find out more.
Cars site shows its latest offers for car rentals. Particulars of customers are needed in order to make arrangements.
There are only two options under the insurance header; the Singapore insurance and the Hong Kong insurance. Customers could learn more about the insurance products under AIG assist.
Travel infos include flight information, travel guides, group bookings, at the airport and many more, which allows doubts of customer’s to be cleared.
The logins are for Jetstar members, travel agents or corporate. It gives them privileges and by being a member, Jetstar would email them with latest promotions or special deals currently they are having.
Fig. 4
Conversely, there are other features that are at the bottom of the website is an easy access which could bring users to its home page. Other functions also enable visitors to understand more about Jetstar’s policy, security, fare types and more. (Refer to Figure 4)
As Jetstar’s business model is based on Dot.com set up, it is crucial to have a well-established e-commerce site for consumers to easily access within its own needs. Therefore, we have identified the strength and weakness of this site with the following headings:
Strength
Performance and usability – Firstly, Jetstar, having a homepage that is well organized and easily being understood by consumers is the key factor of an e-commerce site. With clear navigation choices given, consumers are allowed to determine their needs. For example, in the top left of the homepage shows the feature of allowing consumers to book the air tickets. Secondly, the site complete loading instantly and also beneficially includes a sitemap.
Web Design – Vibrant colors that used for its fonts and graphics represent the company’s logo. In this way, not only does it represent the image of company to the customers, it also leaves a lively impression. In addition, it supports Internet Explorer, Safari and Firefox. Languages can also be chosen and no pop-ups advertising were used. All of the above features ensure a user-friendly website.
Shopping Experience – The site was equally effective for consumers whose purpose was to buy air tickets or just browsing. For example, the availability of dates, prices, countries were clearly given for consumers to compare and contrast. It is jargon-free, so even for consumers who do not have the knowledge will be able to use the site with ease.
Shopping Cart – Allowed to view previous bookings and consumers are able to choose up to 3 days of availability dates from the date chosen. Consumers can choose the seats they prefer.
Transaction Processing – Different modes of payment are given for consumers to chose. Modes of payment include Credit cards, vouchers, nets, 7-11 outlets and cash card. A step-by-step payment guide is even included. The website retains personal information about the consumer, so that when consumer logs in, it is needless to re-key the information. A follow up confirmation email will be sent to the consumers at the end of processing.
Security – IP address will be recorded for secure transactions to prevent scam or hacker issues. A privacy policy is stated on the website to protect the privacy of the personal information under the National Privacy Principles. This feature will reassure consumers and provide a secured system to maintain the good image of Jetstar.
Weakness
Performance and usability – Broken links were found under online security. Despite having a sitemap, the site does not provide consumer a search feature.
Web design – Webpage does not fit completely within the browser, consumers have to scroll in order to see the entire page. Unnecessary information like hotels, cars, insurance might be misleading as some consumers simply just wants to buy air tickets. If consumers were un-illiterate, they would not be able to understand the website.
Shopping Experience – Price shown on website does not include certain charges (E.g. airport tax) which cause misleading information.
Shopping cart – Consumers cannot easily add, delete or change any item or flight.
Transaction Processing – The breakdown of cost were not shown, consumer has to click on additional information to understand the cost. Transaction procedures were slow as compared to phone booking.
Special highlights
Fig. 5
Jetstar provides an on time monthly performance chart for consumers to view on the website. This table shows the arrival time on each and every flight by Jetstar. With an assurance from the company, consumers will feel safer to travel with them.
Fig. 6
Another highlight is the JETMAIL, this feature allows consumers to receive updates from Jetstar. In this way, it could develop and maintain a close relationship with consumers, attracting them to further anticipate in this e-commerce website.
Web Design – Vibrant colors that used for its fonts and graphics represent the company’s logo. In this way, not only does it represent the image of company to the customers, it also leaves a lively impression. In addition, it supports Internet Explorer, Safari and Firefox. Languages can also be chosen and no pop-ups advertising were used. All of the above features ensure a user-friendly website.
Shopping Experience – The site was equally effective for consumers whose purpose was to buy air tickets or just browsing. For example, the availability of dates, prices, countries were clearly given for consumers to compare and contrast. It is jargon-free, so even for consumers who do not have the knowledge will be able to use the site with ease.
Shopping Cart – Allowed to view previous bookings and consumers are able to choose up to 3 days of availability dates from the date chosen. Consumers can choose the seats they prefer.
Transaction Processing – Different modes of payment are given for consumers to chose. Modes of payment include Credit cards, vouchers, nets, 7-11 outlets and cash card. A step-by-step payment guide is even included. The website retains personal information about the consumer, so that when consumer logs in, it is needless to re-key the information. A follow up confirmation email will be sent to the consumers at the end of processing.
Security – IP address will be recorded for secure transactions to prevent scam or hacker issues. A privacy policy is stated on the website to protect the privacy of the personal information under the National Privacy Principles. This feature will reassure consumers and provide a secured system to maintain the good image of Jetstar.
Weakness
Performance and usability – Broken links were found under online security. Despite having a sitemap, the site does not provide consumer a search feature.
Web design – Webpage does not fit completely within the browser, consumers have to scroll in order to see the entire page. Unnecessary information like hotels, cars, insurance might be misleading as some consumers simply just wants to buy air tickets. If consumers were un-illiterate, they would not be able to understand the website.
Shopping Experience – Price shown on website does not include certain charges (E.g. airport tax) which cause misleading information.
Shopping cart – Consumers cannot easily add, delete or change any item or flight.
Transaction Processing – The breakdown of cost were not shown, consumer has to click on additional information to understand the cost. Transaction procedures were slow as compared to phone booking.
Special highlights
Fig. 5
Jetstar provides an on time monthly performance chart for consumers to view on the website. This table shows the arrival time on each and every flight by Jetstar. With an assurance from the company, consumers will feel safer to travel with them.
Fig. 6
Another highlight is the JETMAIL, this feature allows consumers to receive updates from Jetstar. In this way, it could develop and maintain a close relationship with consumers, attracting them to further anticipate in this e-commerce website.
Critical analysis
Jetstar has establish a successful e-commerce site that has increase attractiveness, hit rate, customer retention, stickiness, positive word of mouth and maximize the online competitive advantages of e-commerce.
Online buying experiences such as website usability, product selection, customer confidence & the quality of customer relationships are vital to the success of e-commerce firms.
Research shows that website usability and product selection can be competed away via imitation, while customer confidence and relationship services represent a sustainable competitive advantage.
E-commerce firms can build customer confidence or trust by providing explicit statements of privacy policies, operating highly reliable websites, and prominently displaying information on return policies & the availability of customer service via e-mail or telephone. Therefore, with the success of Jetstar, we can foresee with the current market, more upcoming firms will adopt an e-commerce and B2C method.
Jetstar has establish a successful e-commerce site that has increase attractiveness, hit rate, customer retention, stickiness, positive word of mouth and maximize the online competitive advantages of e-commerce.
Online buying experiences such as website usability, product selection, customer confidence & the quality of customer relationships are vital to the success of e-commerce firms.
Research shows that website usability and product selection can be competed away via imitation, while customer confidence and relationship services represent a sustainable competitive advantage.
E-commerce firms can build customer confidence or trust by providing explicit statements of privacy policies, operating highly reliable websites, and prominently displaying information on return policies & the availability of customer service via e-mail or telephone. Therefore, with the success of Jetstar, we can foresee with the current market, more upcoming firms will adopt an e-commerce and B2C method.
