Dr. Djuwari
Public have eye-witnessed the online business today. There are lots of these online businesses. However, the customers must be treated as the king. They should be made sure that their satisfaction is met. Unfortunately, the customers tend to be in the loser-side. They don’t know exactly the goods they received that is occasionally not complied with the expected as they ordered. The most tragic is the fake online business that deceives the target customers.
Maintaining ethical standards is a must for fostering trust and long-term relationships with customers. As businesses navigate the digital realm, they must prioritize ethical conduct to uphold their reputation and contribute to a fair and transparent marketplace. Here are key principles that companies should adhere to in their interactions with customers, in business ethics.
Firstly, it is Transparency and Honesty: Businesses should provide clear and accurate information about their products or services, pricing, and terms of use. Transparency cultivates trust and enables customers to make informed decisions. As outlined by the American Marketing Association, honesty and integrity in communication build credibility and enhance customer satisfaction.
Secondly, it concerns Respect for Privacy: Safeguarding customer data is imperative in online business. Companies must adhere to data protection regulations such as the General Data Protection Regulation (GDPR) and ensure the ethical collection, storage, and use of personal information. Respecting privacy rights demonstrates a commitment to customer welfare and establishes a foundation of trust.
Thirdly, it is about Fair Pricing and Practices: Pricing strategies should be fair and devoid of deceptive tactics. Businesses must avoid price gouging and ensure consistency in pricing across different channels. The principle of fairness, advocated by ethicists such as John Rawls, emphasizes the importance of equitable treatment and non-exploitation of customers.
After the three main principles above we also deal with Quality Assurance. Delivering products or services that meet or exceed customer expectations is essential. Quality assurance processes should be in place to uphold standards and address any issues promptly. Joseph Juran’s (2020) in History of Quality, has a concept of continuous improvement. He highlights the significance of striving for excellence in product quality and customer satisfaction.
The next is that we have to deal with Responsive Customer Service. Prompt and courteous customer service enhances the overall experience and resolves concerns effectively. Businesses should offer accessible channels for feedback and support, demonstrating responsiveness to customer needs. The Service-Profit Chain model, proposed by researchers such as James L. Heskett et al., (2008), who underscores the link between customer satisfaction and business success through superior service.
Then, the principle of Ethical Marketing Practices. Marketing efforts should be truthful, socially responsible, and respectful of diverse audiences. Companies should refrain from deceptive advertising or manipulation tactics. Ethical marketing frameworks, as Phillip Kotler suggests, like the 4Ps model (Product, Price, Place, and Promotion). It advocates for ethical considerations in every aspect of the marketing mix.
Last but not least is the consideration about Social Responsibility. Online businesses must be responsible for contributing positively to society and minimizing negative impacts. This entails ethical sourcing practices, environmental stewardship, and support for community initiatives. Corporate social responsibility frameworks, such as the Triple Bottom Line approach, emphasize the importance of balancing economic, social, and environmental goals.
For maintaining the best ethical online biasness, upholding ethical standards in online business is imperative. By adhering to principles above, online companies can establish enduring relationships with customers built on integrity and mutual respect. Ethical conduct not only benefits individual businesses but also enriches the broader digital ecosystem. It can foster a culture of trust and accountability.
Dr. Djuwari is an Associate Professor at Universitas Nahdlatul Ulama Surabaya (UNUSA) Indonesia. Surabaya, the editor of some research journals in the Philippines and Indonesia. He is also a journalist in some newspapers in Indonesia; the President of International Association of Scholarly Publishers, Editors, and Reviewers (IASPER), business owner of Djuw Café
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