Providing Value to Customers in E-Commerce Environments: The Customer's Perspective

Providing Value to Customers in E-Commerce Environments: The Customer's Perspective

Shailey Minocha (The Open University, UK), Liisa H. Dawson (The Open University, UK), Ann Blandford (University College London Interaction Centre, UK) and Nicola Millard (British Telecommunications PLC, UK)
Copyright: © 2005 |Pages: 28
DOI: 10.4018/978-1-59140-824-6.ch006
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Abstract

Effective advertising, good usability, and creating value are important in an e-commerce environment to attract and retain customers. In the human–computer interaction (HCI) literature, research into the success or failure of business to consumer (B2C) e-commerce sites has primarily focussed on usability. While increasing usability is important, even if an e-commerce Web site conforms to the Web design heuristics and usability guidelines, it might not always generate a positive total customer experience (TCE). Therefore, it is important that along with usability heuristics, customer relationship management (CRM) strategies are integrated into the design of the e-commerce environments for developing robust and long-term online customer–organisation relationships. We report on a project that is part of an ongoing cross-disciplinary research programme at the Open University, United Kingdom, which aims to integrate HCI and CRM strategies into the design and evaluation of e-commerce environments. In this project, we examined the customer’s interaction with e-commerce environments and how a B2C relationship can be effectively supported from a customer’s perspective. Based on intensive research that involved collecting data from naturalistic observations of customers shopping on e-tailing environments, interviews, group interviews, and by identifying the negative incidents or obstacles that mar the customer’s TCE, we have developed E-SEQUAL (E-SErvice QUALity), a framework for online service quality. E-SEQUAL is an evaluation instrument consisting of e-CRM (CRM for e-economy) or customer relationship-enhancing heuristics and HCI heuristics which can be applied to integrate customers’ perceived dimensions of service quality into the design and development of e-commerce environments. E-SEQUAL can provide guidance to e-businesses regarding integration of front- and back-end business processes, and across different customer touch points such as phone, fax, e-mail, and so on. It can be applied by Web designers, marketing professionals, and developers to come up with requirements for integrating customers’ expectations, and perceptions of service quality and value into the design of e-commerce Web sites. Furthermore, it can be used as an evaluation instrument by usability professionals for evaluating the conformance of an e-commerce environment against HCI (usability) and e-CRM heuristics.

Complete Chapter List

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Table of Contents
Preface
Sandeep Krishnamurthy
Chapter 1
Sanjeev Swami, Ram Krishna
This paper addresses the role of consumer involvement in Web site evaluation. We investigate the factors that lead the consumer to be involved with... Sample PDF
Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement
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Chapter 2
Mark P. Sena, Gerald Braun
With annual sales of $7.5 billion, eBay Motors has become one of the most important online marketplaces. For several years, researchers have used... Sample PDF
An Examination of Consumer Behavior on eBay Motors
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Chapter 3
Sanjeev Swami
This chapter presents the case study of a successful dot-com venture in India, Naukri.com, in the job search market. We begin by providing an... Sample PDF
Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India
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Chapter 4
Thomas W. Porter
The purpose of this chapter is to help Web marketers better understand the basis for the development of more customer-focused, value-enhanced Web... Sample PDF
User-Centered Design and Marketing: Online Customer Value
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Chapter 5
Merrill Warkentin, Robert S. Moore, Melissa Moore
Marketers now use numerous electronic communication vehicles in which the collection and use of personal information can influence the development... Sample PDF
A Synthesis and Analysis of Behavioral and Policy Issues in Electronic Marketing Communications
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Chapter 6
Shailey Minocha, Liisa H. Dawson, Ann Blandford, Nicola Millard
Effective advertising, good usability, and creating value are important in an e-commerce environment to attract and retain customers. In the... Sample PDF
Providing Value to Customers in E-Commerce Environments: The Customer's Perspective
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Chapter 7
Subir Bandyopadhyay, Rosemary Serjak
In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager... Sample PDF
Key Success Requirements for Online Brand Management
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Chapter 8
Daniela Andreini
Marketing is a discipline that concentrates on the process of exchange between two market groups, and for this reason, it has been immediately... Sample PDF
The Evolution of Theory and Practice of Marketing in Light of Information Technology
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Chapter 9
José Manuel Ortega Egea, Manuel Recio Menedez
This chapter examines the impact of the Internet and related technologies on global marketing activities (global e-marketing), under consideration... Sample PDF
The Internet and Global Markets
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Chapter 10
Peyton Mason, Boyd Davis, Deborah Bosley
In this chapter, we will first discuss what stance is and highlight how we identify and measure stance using multivariate techniques, using an... Sample PDF
Stance Analysis: Social Cues and Attitudes in Online Interaction
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Chapter 11
Maria Madlberger
Online and off-line retailers fulfill a wide range of functions that are beneficial to manufacturers as well as to individual consumers. In doing... Sample PDF
Applications of Internet-Based Marketing Instruments by Multichannel Retailers: A Web Site Analysis in the U.S. and the UK
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Chapter 12
S. Ramesh Kumar
Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and its impact on online strategies... Sample PDF
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
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Chapter 13
Manlio Del Giudice, Michel Polski
We discuss a dynamic model of cognitive and behavioral e-loyalty developed through the analysis of barriers (perceived switching costs) which can be... Sample PDF
Locked In By Services: Willingness to Pay More and Switching Behavior in a Digital Environment
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Chapter 14
Peter O’Connor
The Web provides unprecedented opportunities for Web site operators to implicitly and explicitly gather highly detailed personal data about site... Sample PDF
Comparative Analysis of International Approaches to the Protection of Online Privacy
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About the Authors