The Open UniversitySkip to content

Exploring the total customer experience: usability evaluations of (B2C) e-commerce environments

Minocha, Shailey and Dawson, Liisa (2003). Exploring the total customer experience: usability evaluations of (B2C) e-commerce environments. In: Human Computer Interaction - INTERACT'03, 1-5 September 2003, Zurich, Swtizerland.

Full text available as:
PDF (Version of Record) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (127Kb)
Google Scholar: Look up in Google Scholar


The term Total Customer Experience (TCE) encapsulates the customer’s experience of interacting with an E-Commerce environment. With increasing competition in the E-Marketplace, creating value and gener- ating a positive TCE is important for E-Commerce environments in order to attract and retain customers. Tradi- tional usability evaluation techniques in HCI such as heuristic evaluations and controlled user-observations yield usability problems with the E-Commerce Web site but are unable to uncover factors that mar a customer’s TCE. In this workshop, our aim is to assess the current state of usability evaluation techniques and propose a toolbox of evaluation techniques adapted from HCI and other domains such as social psychology, consumer behavioural analysis and marketing that can be used to promote a positive TCE and foster customer retention.

Item Type: Conference Item
Copyright Holders: 2003 IFIP
Project Funding Details:
Funded Project NameProject IDFunding Body
Not SetGR/R60867/01EPSRC (Engineering and Physical Sciences Research Council)
Not SetNot SetFaculty of Mathematics, Computing and Technology, Open University
Keywords: total customer experience; user experience; e-commerce; customer loyalty, e-business; usability evaluations
Academic Unit/Department: Mathematics, Computing and Technology > Computing & Communications
Mathematics, Computing and Technology
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Related URLs:
Item ID: 21823
Depositing User: Shailey Minocha
Date Deposited: 13 Jul 2010 13:39
Last Modified: 21 Jan 2016 09:51
Share this page:

Actions (login may be required)

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340