Small Businesses What Is the Questionnaire

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A third factor in consumer's reluctance to put their credit card information online is the lack of trust in the retailer themselves overcharging them or being unethical in their use of the financial information. The level of trust for online retailers varies widely, with Amazon.com and Southwest.com (Southwest Airlines) being the most trusted. The vast majority of sites however are not trusted, not matter how many logos or certifications they put on their sites. There is a large industry that concentrates just on the certification of websites as being capable of supporting secured transactions through a verification seal. MacAfee, Symantec and others offer this seal and a service to ensure a website can securely manage transactions. The validations these seals provide are only somewhat effective in driving additional sales online however.

The fact remains that it is the continual experiences of customers with a retailer, both on and off-line determine the level of trust they choose to place on doing business with them. The combination of APIs, secured websites and verifications are all used to thwart hackers from stealing financial data yet it is in the daily decisions retailers make of choosing to become more trusted by customers that can also make a difference as well. Customers don't include credit card data for all these factors yet if a retailer invests in deterrents to these problems and is very transparent and honest about its level of security, it can increase the use of online payments with customers.

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The key words are transparency and trust in this area for any business.

Reference

Jeffrey L. Furman, Michael E. Porter, and Scott Stern. "The determinants of national innovative capacity. " Research Policy 31.6 (2002): 899.

Fabien De Geuser, Stella Mooraj, and Daniel Oyon. "Does the Balanced Scorecard Add Value? Empirical Evidence on its Effect on Performance. " European Accounting Review 18.1 (2009): 93.

W Chan Kim, and Renee Mauborgne. "Value innovation: a leap into the blue ocean. " The Journal of Business Strategy 26.4 (2005):….....

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