A Practical Approach for Improving B2C e-Commerce Services with a Trust Capability Maturity Model

A Practical Approach for Improving B2C e-Commerce Services with a Trust Capability Maturity Model

Rath Jairak (Doctor of Philosophy Program in Information Technology, Information Science Institute, Sripatum University, Bangkok, Thailand) and Prasong Praneetpolgrang (Doctor of Philosophy Program in Information Technology, Information Science Institute, Sripatum University, Bangkok, Thailand)
Copyright: © 2013 |Pages: 15
DOI: 10.4018/jesma.2013040102
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Abstract

Trust is mentioned as a key success factor for e-Commerce services. While many researchers have conducted comprehensive studies to investigate the antecedents and consequences of consumer trust, there has been little work on trust development framework. This paper therefore introduces the Trust Capability Maturity Model (TCMM) that proposes to identify trust and progressive improvement in Business-to-Customer (B2C) e-Commerce websites. Trust metrics in TCMM are mainly inherited from the quality aspects in the Delone and Mclean IS success model. TCMM is composed of three main components as follows: 1) internal structure, 2) maturity levels, and 3) assessment tool. After performing some minor modifications for TCMM, the practical evaluation of modified TCMM is demonstrated by two regional online bookstores. Based on both case studies, the evaluation results can be applied to determine the level of trust in other vendors. Following the TCMM roadmap, online vendors will be able to develop a trust-building strategy for creating value and maintaining trust in their websites.
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Literature Review

There are many research studies that have been conducted for investigating the antecedents and consequences of consumer trust, but there has been little work done on trust development framework. Therefore, in our prior work (Jairak & Praneetpolgrang, 2011), we have proposed the TCMM model that can be used as the framework for assessing trust and quality improvement in B2C e-Commerce websites. Trust metrics in TCMM are mainly inherited from the quality aspects in the Delone and Mclean IS success model. In this section, we first describe the relevant concepts for TCMM development. We then describe the structure of TCMM and the modification details for the modified TCMM. Furthermore, we also compare modified TCMM with international standard for IT services such as ISO/IEC 20000 and best practice framework for providing services such as CMMI-SVC that can leverage the TCMM concept to be more rigorous and systematic.

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