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Pets Mart Website Evaluation
In evaluating the website for PetsMart from the standpoint of their ability to effectively communicate their mission, social responsibility and business ethics, it's clear that while the company values these areas, their website is not nearly as informative or interactive as needed to be considered exceptional. Instead, the site is relatively flat in structure and lacks some of the more essential aspects of communicating its mission, social responsibility and business ethics.
Recommendations for improving first the mission of the company, it would be more effective to discuss and show graphically the many employees, types of customers, and stakeholders in the company that have a vested interest in seeing the company succeed. Specifically looking to create a more interactive experience for customers as to the mission of the company would also lead to a higher level of trust being generated as well (Lin, 2007).
In terms of social responsibility, PetsMart needs to create a microsite specifically on this point. Cisco.com for example has an entirely separate mini-site dedicated only to corporate social responsibility (CSR). PetsMart is deficient in this area as well; they could work to create a more interactive online experience for people visiting their site. There are no links to ask for donations for non-profit organizations; this would be a major improvement in the site design. Finally on business ethics, PetsMart has gone to the extent of complying with what the majority of their shareholders require; yet they do not tie together their mission, social responsibility and business ethics all into a cohesive platform for communicating how they are concerned just as much about these areas as they are about selling pet supplies.
Bibliography
Hsiu-Fen Lin (2007). The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-commerce Context. Total Quality Management & Business Excellence, 18(4), 363. Retrieved March 21, 2008, from ABI/INFORM Global database. (Document ID: 1271280591).
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