Constructing an online serviceScape for the funeral industry

Abstract

An online servicescape serves as a moderator for excellence in Customer Relationship Management (CRM). The study approached the online servicescape from the perspective of the funeral industry. Nowhere is the relevance of an online servicescape more apparent than in an industry which is firstly, unsought, and secondly, perceived as dismal. During the process of arranging a funeral, the customer is experiencing an unusual purchase situation as it is a purchase that cannot be avoided. The possibility also exists that the customer most likely did not seek information about a funeral home prior to the demise of a loved one. A third contributing factor is the emotional state of the customer which will, in a time of bereavement, have a strong impact on the rational decision-making process. Considering these conditions, the study approached the online servicescape based on three elements, namely Search Engine Optimisation, perceived value, and perceived usefulness of the online servicescape. These elements contribute to trust in the funeral home’s online offerings, which could influence the purchase outcomes significantly. The aim of the study was to construct a functional servicescape for an unsought business such as a funeral home, hence contributing significantly to the CRM body of knowledge as it was determined that this has not been explored before from an academic perspective. A quantitative, exploratory methodology was implemented. The exploration is depended on Bitner's (1992a:60) seminal model of servicescapes, Harris and Goode's (2010:230-243) model for online servicescapes, and the key constructs of Simon's (1996:141-142) Design Theory to provide a methodological basis with which to construct the key elements for a funeral industry based online servicescape. The data collection process followed a twostep process. A content analysis was conducted on existing websites from five English speaking countries, followed by a survey that largely reflected the content analysis variables to gain customer insights. The data was analysed using a descriptive analysis process. v It was determined that customers would trust a functional servicescape, which will most probably lead to a purchase situation. However, customers also indicated the opposite if they detect anything on the website that might lead to distrust. It was therefore concluded that it is imperative for a funeral home to ensure that their online servicescape meets the functional needs of customers in order ensure trust and purchase intention.Thesis (PhD) -- Faculty of Business and Economic science, 202