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.
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Abstract
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
|
| Funders: |
Engineering and Physical Sciences Research Council [grant number GR/R60867/01], Faculty 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 |
| Interdisciplinary Research Centre: |
Centre for Research in Computing (CRC) |
| Related URLs: |
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| Item ID: |
21823 |
| Depositing User: |
Shailey Minocha
|
| Date Deposited: |
13 Jul 2010 13:39 |
| Last Modified: |
05 Dec 2010 05:47 |
| URI: |
http://oro.open.ac.uk/id/eprint/21823 |
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