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150 Lubbe and Pather
parts (only –0.046). The Spearman factor for the correlation between the literature
ranked factors and the ranking based on a Likert scale was negative (-0.405). This
suggested that there was a better correlation between the literature-induced factors
and the personal ‘flashes of commercial insight’ factors – although not the highest
form of correlation.
The ranking between the Likert-type ranking and the literature was 0.218. This
was also not high and possible reasons for this could be that the e-commerce
revolution is in its infant stage in South Africa, and that local businesses are still
figuring out how to handle a new business paradigm. There is a clear indication that
more research is needed to support and lead the South African e-commerce
organizations.
Some supporting documentation that was added by the respondents was
used. They added that the factors in Figure 2 are all key factors. They are not sure
that any e-commerce organization can get away without any of these elements in
their business and they would not like to have a business plan without any of these
aspects. Other important aspects they noted was that the customer has to perceive
the site is secure, that information supplied is confidential and that it is a reputable
company. Part of this would be to have a good product or service and an efficient
fulfillment process (a key element according to some respondents). The biggest
problem in South Africa is to get the completed product in the hands of the
customer. One respondent noted that when a poor business and a great team come
together, the poor business tends to win most of the time. They also noted that
security depends on the needs of the customer. Some want the site be more efficient,
but could not describe the parameters for this. Others wanted to ensure that the
information is a factor, but customers will not know how if the information is
complete or not.
Other significant comments made was that management needs to be part of the
process and alignment is a key process. The plan will not get off the ground if
management is not supporting it. The e-commerce site must be functional, simple
and responsive. An idea could be to conduct some research in terms of function
points and how these agree with customer’s preferences. They all noted that people
would come for the product; therefore, a slow, complicated site is not required. The
advice was: “Get rid of all those graphics and allow your clients to get where they
want to go.” A satisfied customer is your best advertisement.
CONCLUSION
Generally, a great deal of interest has been shown in the subject of e-commerce
and its implementation. All the authors that this study had consulted were unanimous
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