Integrating Service Quality into Customer-Centred Design Approach of E-Commerce Environments

Minocha, Shailey; Dawson, Liisa; Roberts, Dave and Millard, Nicola (2004). Integrating Service Quality into Customer-Centred Design Approach of E-Commerce Environments. Technical Report 2004/11; Department of Computing, The Open University.



With an increasing competition in the E-marketplace, generating experiences that exceed the customer's expectations of E-Commerce is important in order to acquire and then retain customers. A customer's experience with E-Commerce environments extends beyond the interaction with the Web site, including, delivery of products, post-sales support, and so on. It is this total experience that influences the customer's perceptions of value and service quality. Our research goal has been to investigate how Customer Relationship Management (CRM) strategies can be incorporated into the design of E-Commerce. In our cross-disciplinary research programme in HCI and CRM, we have developed an empirically-grounded evaluation instrument called E-SEQUAL, and a generic set of customer personas and their task scenarios for E-Commerce. E-SEQUAL consists of CRM and usability heuristics which can be applied to integrate customers' perceived dimensions of service quality into the design and evaluation of E-Commerce. In this paper we describe a customer-centred design process for E-Commerce which integrates E-SEQUAL, customer personas, and task scenarios of the personas. E-SEQUAL: Customer-Centred Design Approach to Providing Value in E-Commerce Environments 2

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