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Usability beyond the website: an empirically-grounded e-commerce evaluation instrument for the total customer experience

Petre, Marian; Minocha, Shailey and Roberts, Dave (2006). Usability beyond the website: an empirically-grounded e-commerce evaluation instrument for the total customer experience. Behaviour and Information Technology, 25(2) pp. 189–203.

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DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1080/01449290500331198
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Abstract

A customer's experience with an e-commerce environment extends beyond the interaction with the website, including delivery of products, post-sales support, consumption of products and services, and so on. It is the total customer experience that influences the customers' perceptions of value and service quality, and which consequently affects customer loyalty. In our cross-disciplinary research in human–computer interaction (HCI) and relationship marketing, we have been investigating how HCI and customer relationship management (CRM) strategies can be integrated in the design of e-commerce so as to engender customer retention, trust and loyalty. We have performed a series of empirical studies to understand customers' requirements and perceptions about service-quality from e-shopping and e-travel environments. From these studies, we have developed an empirically-grounded evaluation instrument, E-SEQUAL, which we discuss in this paper. The development team can apply it at different phases of an e-commerce development life-cycle to integrate customers' perceived dimensions of service quality into the design and evaluation of e-commerce.

Item Type: Journal Article
Copyright Holders: 2006 Taylor & Francis
ISSN: 0144-929X
Academic Unit/Department: Mathematics, Computing and Technology > Computing & Communications
Mathematics, Computing and Technology
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Item ID: 9628
Depositing User: Shailey Minocha
Date Deposited: 03 Oct 2007
Last Modified: 01 Oct 2012 07:58
URI: http://oro.open.ac.uk/id/eprint/9628
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