Listening to the consumer's voice in website analytics
| Autor: | Darrel E. Bartholomew, Mohammed Y. A. Rawwas, Matthew P. Bunker |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Information Systems and Management
Internet research business.industry 05 social sciences Exploratory research Advertising Usability Management Information Systems Analytics Management of Technology and Innovation 0502 economics and business 050211 marketing 0509 other social sciences 050904 information & library sciences Psychology Think aloud protocol business Customer intelligence Web usability Servicescape |
| Zdroj: | International Journal of Business Information Systems. 23:116 |
| ISSN: | 1746-0980 1746-0972 |
| DOI: | 10.1504/ijbis.2016.078025 |
| Popis: | Usability studies coupled with the 'think aloud' protocol allow firms and researchers to gain insights into people's web browsing experience. The purpose of this exploratory study is to gain additional insights into the customer perceptions of the webpage experience. Thirty respondents browsed restaurant webpages while using the 'think aloud' protocol. Three major themes that emerged from the analysis are: 1 respondents create future experiences through their interactions with the website; 2 Servicescapes have a large influence on respondents' decision to patronise the restaurant; 3 customer interface plays a multidimensional role in influencing customers' choices. The usability studies revealed customer thoughts and feelings that might be missed if other internet research methodologies were utilised. Usability studies do not replace these methods, but they do have a place within the large arsenal of internet research methodologies. |
| Databáze: | OpenAIRE |
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