attributes of a good web site

7/27/2019 Attributes of a Good Web Site

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M A S T E R ' S T H E S I S

Attributes of a Good Websitefrom a Customer Service Perspective

Mosharaf HossainMohammad Haidar Hossain

Lule University of Technology

D Master thesis

Business AdministrationDepartment of Business Administration and Social SciencesDivision of Industrial marketing and e-commerce


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Websites have no certain place, no country; they are Websites have no certain place, no country; they are Websites have no certain place, no country; they are Websites have no certain place, no country; they are international. If you have a website, then you have international. If you have a website, then you have international. If you have a website, then you have international. If you have a website, then you have something international that overcomes the l something international that overcomes the l something international that overcomes the l something international that overcomes the limits betwe imits betwe imits betwe imits between en en en countries and long distances countries and long distances countries and long distances countries and long distances

- -- -ThinkQuest 99 ThinkQuest 99 ThinkQuest 99 ThinkQuest 99


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Acknowledgements Acknowledgements Acknowledgements Acknowledgements

The research described in this Masters thesis was carried out during fall 2006 at LuleUniversity of Technology, under the division of Industrial Marketing and e-Commerce.

This thesis would not have been done without the sincere and utmost co-operation of some individuals to whom we are grateful and thank them from in core of our heart.

First of all, I would like to express my indebtedness and deep sense of gratitude to Dr.Tim Foster, Instructor at Lule University of Technology, who provided a continuoussupport after our thesis work. It is due to his patient encouragement and persistence thatwe were nudged to accomplish our work on time. Without his help it would not have

been possible to accomplish our Masters degree, which we will always ferventlyremember.

We are greatly indebted our friend Tapan Kumar Ray his scholastic and sympatheticguidance, warm advice and encouragement have enabled us to materialize this thesissuccessfully.

Finally, we would like to thanks the people who have read and otherwise helped usimprove this thesis by providing us with great feedback.

Last of all, we are grateful to our beloved parents and all of other family members andwell- wishers for their inspiration that leads us to go ahead.

Mosharaf Hossain Mosharaf Hossain Mosharaf Hossain Mosharaf Hossain Mohammad Mohammad Mohammad Mohammad Haidar Haidar Haidar Haidar Hossain Hossain Hossain Hossain


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ABSTRACT ABSTRACT ABSTRACT ABSTRACT

A website is an invaluable business tool for both companies and their customers.Websites enables organizations to make as much information available to customers aswe think is needed. Having a good website is not only a decisive step into the future, buta necessary move to stay competitive in this fast paced world. The purpose of this thesisis to provide deeper understanding of how to create a positive web experience for customers. In order to reach this purpose, research questions focusing on the websitefunctionality as well as website effectiveness were focused on. Using the researchquestions as a guide, a literature review was conducted, landing in a conceptualframework that could be empirically tested. To collect this data, a qualitative case studyapproach was utilized with two case studies focusing on the customers web experienceson two commercial websites in Bangladesh. Interview and direct observation were usedto collect the data. The findings of the study indicate that the attributes of websites andhow positively they are perceived, as well as certain factors of website effectiveness, can

create a positive web experience for customer.


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Table of Contents

Table of Contents

1. Introduction... 1

2.

1.1 Background..1.2 Problem discussion...1.3 Purpose & Research Question..1.5 Overview of the entire thesis........

Literature Review.

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3.

4.

5.

2.1 Website description 2.1.1 Website Interface .2.1.2 Content .2.1.3 Accessibility, Speed & Security ..2.1.4 Customer Relationship 2.1.5 Customer Service .................

2.2 Effectiveness of Website .....2.2.1 Attracting .2.2.2 Informing..2.2.3 Positioning....2.2.4 Delivering .......................................................

Conceptual Framework..

3.1 Attribute of Website3.2 Effectiveness of Website.3.3 Emerged Frame of Reference

Methodology......

4.1 Research purpose......4.2 Research approach........4.3 Research strategy..4.4 Data Collection.4.5 Sample Selection.4.6 Data analysis.4.7 Quality Standards: Validity and Reliability.

4.7.1 Issues of validity4.7.2 Issues of reliability ...

Empirical Data Presentation...

5.1 Case one: Bdgift.com.......

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Table of Contents

6.

7.

5.1.1 Description of website ....................................................................................................5.1.2 Effectiveness of website...

5.2 Case two: bdjobs.com......5.2.1 Description of website .

5.2.2 Effectiveness of website ...

Analysis

6.1 Analysis of Research Question One ....6.1.1 Within Case analysis.6.1.2 Cross case Analysis......

6.2 Analysis of Research Question Two6.2.1 Within case analysis..........6.2.2 Cross case Analysis...

Conclusions & Implications.

7.1 How can the website be described7.2 How can the effectiveness of website be described..7.3 Implications...

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8. Reference...

Appendix

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List of Figures:

Figure 1 E-commerce website evaluation framework. ..Figure 2 Website structure. Text link and graphic elements are the building blocks of a web Interface.

Page- and site- level futures use these elements to improve the users experience..

Figure 3 Attributes which affect the effectiveness of a commercial website..Figure 4 Emerged frame of reference..Figure 5 Research Methodology..

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List of Tables:

Table 1 AIPD analysis: Strategic Dimensions

Table 2 Case study tactics for four designs test ......Table 3 Website descriptionTable 4: Effectiveness of website

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_____________________________________________________________Introduction

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1. Introduction

In this first chapter, a background to the research area will be presented. There after follows the statement of the research purpose as well as the research questions of this study. Finally, a disposition of thesis will be presented.

1.1 Background

The Internet has emerged as a major, perhaps eventually the major, worldwidedistribution channel for goods, services, managerial and professional jobs. This is

profoundly changing economics, markets and industry structure, products and servicesand their flow, consumer segmentation, consumer values, consumer behavior, jobs, andlabor markets. The impact may be even greater on societies and politics, and on the waywe see the world and ourselves in it (Turban et al. , 2004).

The Internet has become an important strategic weapon in todays competitive business

environment (Simeon, 2001). It has developed into a dynamic virtual medium for sellingand buying information, services and products. The phenomenal growth and rising

popularity of the Internet and the World Wide Web (WWW) have attracted consumersand businesses to leverage the benefits and advantages brought on by the new technology(Teo & Yu, 2005). Many researchers have documented the rapid diffusion of the Internetas a commercial medium (Forsythe & Bo shi, 2003 ).

When the Internet commercialized and users began flocking to participate in the WWWin the early 1990s, the term Electronic Commerce (EC) was coined. EC applicationsrapidly expanded. A large number of so-called dot-coms , or Internet start-ups alsoappeared. (Turban et al. , 2004)

The WWW is a client-server application that provides a graphical user interface for information presentation and interactive communication this means is that we cancommunicate in almost any way imaginable over a network of computers. The Web is anexisting opportunity for us as marketers to add value to products and services and fulfillwants, needs, and desires through the use of interactive information presentations andtransactions systems. Over time we can build successful marketing relationships throughthis process (Emerick et at , 2004).

The WWW creates a platform where people can access vast amounts of information attheir fingertips. The Web does not generate new information, but it simply facilitates

information exchange. The more information the consumer has, the better decisionhe/she will make. However, this does not imply that consumers will endlessly search for information or dig up every piece of information in the information set before making adecision. (Kulviwat et al. , 2004)

The WWW is one of the most revolutionary technologies that has changed the businessenvironment and has a dramatic impact on the future of the EC. The future of EC willaccelerate the shift of the power toward the consumer, which will lead to fundamental


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changes in the way companies relate to their customers and compete with one another (Slywotzky, 2000).

E-commerce has revolutionized traditional commerce and boosted sales and exchanges of merchandise and information, with the introduction of the www (Lee, Kou & Hu, 2004).

In the 1990s wireless networks burst onto the scene with promises of big payoffs thatrarely materialized (Kalakota, 2001). E-commerce had begun to change the ways of thinking as well having provided new venues for doing business. The new opportunitiesof Internet trading were constantly exploited and vast fortunes were made seeminglyovernight. As a consequence, it looked as though there was not a day that passed withoutreports of a new venture creation and claims of new e-commerce models (Timmers,2000).

E-commerce is cited as any form of business transaction in which the parties interactelectronically rather than by physical exchanges or direct physical contact (Aldin,Brehmer & Johansson, 2004), whereas McIvor, Paul & Huang (2000) stated that the e-

commerce is considered as a process of doing business electronically which involvesautomation of various business-to-business and business-to-consumer transaction. E-commerce is not just considered as a single entity of technology but a combination of technologies where applications, processes, business strategies are necessary to do

business electronically. (ibid)

E-commerce technologies have been most prevalent in business arena and the greatest potential of e-commerce application lies through the suitable business transaction(McIvor, Paul & Huang, 2000). Adopting e-commerce in the business environment isconsidered advantageous which subsequently lead to the development of an e-commercemodel (Kao & Decou, 2003). E-commerce has attracted significant attention to theinfrastructure of burgeoning demands of real-time business. This high profile attentionhas resulted in significant progress towards strategies, requirements, and development of e-commerce applications (ibid).

Yoo and Donthu (2001) Websites in todays business environment serve as an important point of contact to stakeholders. An online customers overall experience comprisesseveral activities that include information search, navigation, product evaluation, decisionmaking, ordering, making the transaction, delivery, returns and customer service andsatisfaction with the products and services (pre-purchase, during the purchase and post-

purchase activities). With the rising number of online consumers, and their increasingexpectations from businesses, there is an increasing pressure for the businesses to better understand the issue of web quality (ibid).

Consideration of the websites design and operations are dependent upon the nature of business activities, intended use of website, and the importance of the website in thecompanys overall e-business strategic context. The website design and the consumer

perception of website quality are influenced by the different motives of consumers aswell as the objectives of the companies (Muylle et al ., 2004).


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The design and implementation of effective Websites involves the creative use of bothfamiliar and relatively new marketing approaches. Segmenting, targeting, and positioningis perhaps most critical in the design phase. Most designers understand that the build itand they will come approach is not valid in the increasingly competitive arena of Webmarketing. To be effective, the Website must be designed with the target audience as the

foremost consideration. Website designers must balance design considerations andcapabilities with client objectives and with impatient consumers who possess variouslevels of technological sophistication (Geissler, 2001).

1.2 Problem Discussion

The companys websites seem to have a significant influence on sales and corporateimage, and are expected to contribute to overall customer satisfaction in the entire valuechain. Whether the objective is to convert visitors into customers, or retain existingonline customers and/or ensure their return, the quality of the web experience reflected byits content, usability, security, appearance and service, and the effectiveness of

supporting operational policies are critical (Devaraj and RKohli, 2002). Effective websitedesign is considered a prerequisite for a successful e-commerce initiative and a research priority (Muylle et al, 2004).

The web experience is a major parameter of customer influence is crucial for dot.comtypes firms but also for multi-channel vendors. The primary means of delivering the Webexperience is the corporate Website. Sites delivering superb Web experience are designedin a way not only addressing the clients product needs and expectations but also assistingthe customers through the steps of the buying process. In that respect the back-office e-commerce infrastructure is also of crucial importance. Websites must be seen therefore asvital instruments of customer service and persuasion rather than simply as online

brochures or catalogues of the companys products (Constantinides, 2004).

A company that neglects its website may be committing commercial suicide. A website isincreasingly becoming the gateway to a company's brand, products and services? Even if the firm does not sell online. A useless website suggests a useless company, and a rival isonly a mouse-click away. But even the coolest website will be lost in cyberspace if

people cannot find it, so companies have to ensure that they appear high up in internetsearch results (The Economist, 2004).

(Constantinides, 2002) The Web experience embraces element searching, browsing,finding, selecting, comparing and evaluating information as well as interacting and

transacting with the online firm. The virtual customers total impression and actions areinfluenced by design, events, emotions, atmosphere and other elements experiencedduring interaction with a given Web site, elements meant to induce customer goodwilland affect the final outcome of the online interaction. Considering that an onlinecustomer is not simply a shopper but also an information technology user (Cho and Park,2001) one can argue that the online experience is a more complicated issue than the

physical shopping experience: th e Web experience can be defined as the consumers total impression about the online company (Watchfire Whitepaper Series, 2000). For many e-


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businesses, too much attention is paid to the aesthetic design of the Website which endsup looking amazing but actually causes frustration because customers have difficulty infinding what they are looking from particular website (Heskett et al . 1994).

When looking at what makes a good quality Website, it is important to take into account

the main objective of the design. A Website should reflect the value proposition andaddress whether it is trying to satisfy the customer needs to ensure repeat visits from thecustomer in the hope of gaining customer loyalty. The result should be: Common ground

between the sites goals and the customers goals; this reveals the ideal customer experience (Creative Good, 2000).

According to Donlan (1999) website plays a main role to fulfilling customer needs, perceptions and expectations also need to be managed. Once the basis of the Websitefunction is clear, the type of customer it is hoped will be attracted can then be assessedand judgments made on what graphics, effects and other matter can be added to increasethe value proposed.

Today, websites play a pivotal role in the dissemination and accumulation of companyinformation, facilitating communications with stakeholders, projecting high qualitycorporate and brand image, selling products and services, providing information relatedservices to customers and in generating additional business (Subramaniam et al , 2000).

Websites create an immediate global presence. Perhaps of even greater value, however, isthe ability of the Internet to provide information and customer service to existingcustomers. Increasing customer retention rates by 5 percent has been shown to increase

profits by 25 percent to as much as 95 percent (Reichheld and Schefter, 2000). As such,e-commerce has the potential to improve business and marketing performance

significantly for many firms. As a result, e-commerce competition has become intense, particularly since Internet competitive advantage is difficult to sustain and competitorsare just a Website and one-click away (ibid).

Websites experience implies to consumers needs, wants and preference, even in marketswith millions of prospects and customers. A successful website can be instrumental in itsimpact on the marketing effectiveness of a firm and significantly add to the bottom line.Yet, in order to determine what constitutes of effectiveness for successful website, onemust be able to understand how users perceive and utilize their web experience on thewebsite (Yan g et al, 2003).

The Website is not only central to new approaches to business communications; itrepresents the main battleground for a significant presence in EC. The surge in Websiteadvertising is a clear example of the need for firms to stake a claim to strategic areas of the Internet. Yet, despite the aggressive use of and clear commitment to the Web,organizations are still struggling to find effective Web strategies. One reason is theinherent difficulty of evaluating the effectiveness of these strategies. This is especiallydifficult when we deal with international business, where cultural and institutional


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differences impact the business models used to deliver information and services (Sarnaand Febish, 1995; Hoffman, 1996).

1.3 Purpose and Research Questions

Based on the problem discussion above, the purpose of this thesis is to:

To be able to achieve the above stated purpose, following research questions will befurther investigated for our research:

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1.4 Disposition of the thesis

This section reflects how I have organized my thesis. This will provide the reader with aguide to the different chapters. My thesis has been divided in to seven chapters as follows:

Chapter One:In the first chapter, the reader has received an introduction to the field of study, followed by a problem discussion, a presentation of the overall purpose of the study, the researchquestion to be investigated and the demarcations of the study.

Chapter two: Literature reviewliterature review, the reader is provided with a literature review of previous researchrelated to our area of study, relevant literature from books and other source such asinternet, magazine.

Chapter three: Conceptual framework Which serves as theory of our study and inthird chapter a frame of reference, which outlined the specific model which we use for developing questionnaire and interview guideline.

Chapter four: MethodologyThe methodology describes how we have conducted my investigation. We follow casestudy method for carried out our study.

PPr r oovviiddee aa ddeeee p peer r uunnddeer r ssttaannddiinngg oonn hhooww ttoo ccr r eeaattee aa p poossiittiivvee wwee b b eexx p peer r iieennccee f f oor r tthhee ccuussttoommeer r ..


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Chapter five: Empirical data presentation:Empirical data presentation, we presented data which we have collected by using our predefined data collection methodology.

Chapter six: Data analysis:We examined and analyzed this data in the chapter sixth where reader will get theanalyzed form our data.

Chapter seven: Findings & Conclusions: In the seventh chapter, findings andconclusions drawn based on the findings of the research conducted and this chapter endswith recommendation for managerial implication of our research findings and further research indicators also presented.


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Literature Review

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2. Literature Review

The purpose of this chapter is to provide an overview base on the previous chaptersbackground, the problem discussion as well as overall purpose and research questions.

An endeavor in this chapter is to provide relevant literature relating to each of the two

stated research questions. Finally a conceptual framework of the theories will be presented and that will function as a frame of reference in this study.

2.1 Website Description

Past research in the area can be classified into either website quality or website adoptionresearch. Studies focusing on website quality are usually interested in issues relevant tothe salient design or usability attributes of websites. For example, Aladwani and Palvia(2002) suggested an integrated website quality model consisting of four dimensions:technical quality, general content quality, specific content quality, and appearancequality. Liu and Arnett (2000) identified information and service quality, system use,

playfulness, and system design quality as key dimensions of website quality. Huizingh(2000) named two types of web quality: content and design. Wan (2000) recognized four categories of website quality attributes: information, friendliness, responsiveness, andreliability. Rose et al. (1999) highlighted the importance of such website quality featuresas download speed, web interface, search functionality, measurement of web success,security, and internet standards. Misic and Johnson (1999) suggested such web-relatedquality criteria as finding contact information (e.g. e-mail, people, phones, and mailaddress), finding main page, speed, uniqueness of functionality, ease of navigation,counter, currency, wording, and color and style. Olsina et al. (1999) specified qualityattributes for academic websites. These authors took an engineering point of view andidentified factors such as cohesiveness by grouping main control objects, direct controls

permanence, contextual controls stability, etc. Bell and Tang (1998) identified factorssuch as access to the web, content, graphics, structure, user friendliness, navigation,usefulness, and unique features. Schacklett (2000) proposed nine tips for improving website quality, including effective use of graphics and colors, 24/7 website accessibility, andease of website use and navigation. Levine (1999) offered tips to help a company withwebsite design including fast web page download, web page interactivity, and currentcontent, among other factors. Wilson (1998) recommended avoiding seven mistakesrelevant to website design. Moreover, based on their own personal experience, Barron et al. (1998) recommended 39 guidelines relevant to website graphics, text, links, page sizeand length, and multimedia.

A website should reflect the value proposition and address whether it is trying to satisfythe customer needs to ensure repeat visits from the customer in the hope of gainingcustomer loyalty common ground between the site's goals and the customers goal;this revels & the ideal customer experience (Creative Good , 2000).


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Figure 1: E-commerce website evaluation framework. Source: Kim et al., (2003, p. 333)

2.1.1 Website Interface

The role of Web designer is occupied by professionals and amateurs alike. Books on thesubject mean that anyone, whether creating a Website as a hobby at home or starting up anew business, can do it but usability is the key to a successful Website. PR Newswire (2000), report an IDC study which concluded that "Web performance and design arecurrently the largest obstacles to online purchases".

The key issues in design are now examined.

Links . The navigation of a Website cannot be carried out without valid links (seeConstantine and Lockwood, 1999; Spool et al ., 1999). Links should change colour onceused so that the user knows they have used the link before and should correctly describe

the information to which they lead (see Creative Good, 2000; Vassilopoulou and Keeling,2000). This is also relevant for graphics which can be used as links. Well-thought-outWebsites feature graphics which change to text when the mouse cursor passes over them,revealing the category of products relating to the graphic.


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Constantine and Lockwood (1999) also discuss the problem of page bouncing and deepdrilling. Page bouncing occurs when the user follows links that serve a series of pagesand then has to return to the original page before finding a link to more pages. Thisresults when the information is finely subdivided. The answer is to use probability todecide whether a user interested in one topic will be interested in another and to create a

direct link between the two. The other problem of deep drilling is similar to page bouncing but refers to Websites where the user has to follow multiple links which aresometimes confusing and force the user to go back and forth between pages to findinformation which should logically follow on from information found on the earlier

pages.

Figure 2. Website structure. Text link and graphic elements are the building blocks of a web interface.Page- and site- level futures use these elements to improve the users experience.

Source: Ivory & Hearst (2002, p. 57)

Links are the main way for the users to navigate their way around a site and should beclear and to the point. Spool et al . (1999) argue that links should not be embedded in

pages of text which requires the user to scroll down to find them and also that the link should not be so long as to fall on to two lines. This as well as misleading the user intothinking that there are two links instead of one is also a waste of space.

Consistency, menus and site maps . Although an increasing number of people around theworld are starting to use the Internet, one should never assume that once a user hasnavigated one Website, they can easily navigate them all (see Constantine andLockwood, 1999). Each Website represents a different business or value proposition andtherefore the layout will differ according to what the Website is offering. Furthermore,the pages within the Website need to be consistent in appearance and design (see Spooletal ., 1999). Vassilopoulou and Keeling (2000) argue that it is also important that the

Site Architecture

Page Performance

Page formatting

Text Formatting Link Formatting Graphic Formatting

Text elements Link elements graphic elements


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same procedures occur for similar or related things wherever the user may be within thesite.

In order to achieve this level of consistency many Websites feature a menu which appearsin the same place, with all the main links on every page. Spool et al . (1999) discovered

that menus or navigation bars at the top and bottom of a page allowed more users tonavigate the site successfully than menus at the side. Creative Good (2000) point out thatthere should be a "home" button on every page to help the user get back to the home pageif necessary without having to click on the back button in the browser menu, which could

be a lengthy and frustrating process depending on where the user is in the site. Spool et al . (1999) also found that users navigating sites with a site map were twice as successfulin finding what they wanted, compared to those sites without, and that informing thecustomer of where they were was important. Creative Good (2000), on the other hand,argue that a Website with a clear menu and relevant information should be satisfactoryand that users are not actually interested in where they are within a site as long as thelinks are clear.

Pages, text and clicks . The pages on a Website should ideally be short; however, in somecases scrolling pages are sufficient if the information is suitably laid out and notexcessively long. Holt (2000) argues that the use of headings and paragraphs is asimportant as in a book, magazine or newspaper and there should be a button at the bottomof the page or each section asking if the user wants to return to the top of the page. For transaction purposes, it is crucial that customers are able to make purchases quickly withminimum pages in the check out process (see Foremski, 2000; PR Newswire , 2000).Amazon.com has been praised for their "one click" order process and one or two pagesshould be the limit in all Websites enabling ordering on-line. It also goes without sayingthat the process of opening an account should also require just one page for ease of use

by the customer.

Foremski (2000) discusses further issues for shopping on-line and points out that someWebsites make simple mistakes which cause frustration for the customer. One suchmistake is not to provide a check out button so that the customer can proceed straight tothe order process from any page. There should also be a shopping basket button for theuser to press at any time to see what they have placed in their virtual shopping basket,allowing them to remove items if so wished (ibid).

Communication and feedback . Constantine and Lockwood (1999) examine the feedback principle which is the basis for any software design and is especially important for interaction with customers on the Internet. The principle basically implies telling the user what is happening inside the system. This could refer to advising the user of an error intheir address input and that the Web page is being updated, allowing the customer to seewhat is currently in their shopping basket or confirming order details. Many Websiteswill inform the user of a mistake by writing the information in red next to the relevant

box or area. This communicates clearly to the user that they have made a mistake andneed to redo something in order to proceed. The communication of a Website is carriedout via text, graphics and moving animation, with text being minimal and to the point and


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clearly set out. Spool et al . (1999) found that Web pages with a lot of white spaces wereless successful than those with few or no white spaces.

Due to the creative input of designing a Website, there can be an overwhelming urge touse multiple graphics and inappropriate animation. Customers use the Internet because it

is fast and putting large graphics onto Web pages slows down access to the page and will probably frustrate the customer into abandoning the site. Graphics should therefore besmall and relevant as well as being sharp to the eye (see Holt, 2000; Foremski, 2000;Vassilopoulou and Keeling, 2000). Holt (2000) suggests that colour is very important andis something that designers ignore at their peril. A dull Website will most likely deter customers because it projects a negative image.

Constantine and Lockwood (1999) state that animation should not distract users from thecontent of the page and the information they are looking for. Foremski (2000) points outthat designers tend to forget that most visitors to their sites still use low modemconnections and may not be able to support animations. Clever e-businesses offer an

option to the user as to whether they want to browse their Website with or withoutdownloading software to make the site more interactive and animated, which avoidsirritating people who simply want to retrieve relevant information and quickly.

Search . The use of a search mechanism to navigate a Website is one of the first strategiesused by customers to a Website. Spool et al . (1999) found that a third of the users triedthis facility first before resorting to links and the menu. One of the outcomes was thatusers assumed that the search would cover the entire site and got confused when thesearch only covered a particular area; this needs to be made clear next to the search

button. The use of drop down lists can clear up this confusion because it informs the user of what information is available without the user having to guess what to type into thesearch box (see Creative Good, 2000; Foremski, 2000).

Once the search facility has been used, the results should be listed in order, starting withthe most relevant. Creative Good (2000) suggest that the results should ideally be on one

page only and limited in number; however, if the site is a search engine, one wouldexpect a few pages of results depending on the amount of sites it scans. According toSpool et al. (1999) one of the important aspects is that the results are relevant andinformation such as advertisements will deter users from using that particular searchfacility again. Creative Good (2000) also mention the use of language in the searchcriteria, they found that many search facilities did not recognize singular and plurals for searching the same word.

According to Cox & Dale (2002) search can be effective by:

(a) A site map can assist the user in determining the hierarchy of the site and which areato navigate in order to find their destination. Ideally, it should be accessible on every

page of the Website either in the navigation bar or at the bottom of the page. In mostcases, it is situated in the "help" link.


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(b) A search option whereby the user types in a word or words is useful for targeting a product or certain information. It should be clear to the user whether the search facilityrefers to the whole site or one particular section.(c) Search facilities should be programmed to recognize a search criterion whether it besingular or plural.

(d) The use of drop down lists simplifies the search process by giving clear guidance tothe user on what areas or products are available.

Fill-in forms . Whether filling in a form to register with a Website or proceeding to order and purchase, the layout of such forms for personal detail entry should be self-explanatory or provide examples of the format to be used. Some Websites inundate theuser with a mass of unnecessary instructions. Constantine and Lockwood (1999)comment on the design of the input fields and how address fields which are equal inlength have no link with the information to be entered. A postcode field should be shortenough to hold six or seven letters and not be given the same length as a field for a city.At the same time, the address layout, for example, should be relevant to the nationality of

the customers using the Website.

2.1.2 Content

Content refers to what a Website actually offers in terms of information and is asimportant as the design aspect. If the information is insufficient, misleading or irrelevant,the customer will most likely to use a competitor site. The content refers not only to whattype of products or services the Website is offering but also what policies the e-businesshas, for example, on the use of customer information or on returning goods. This latter information is not always easily accessible but it is important to customers, especiallywhen buying products or services on-line or if they have to register to access the site Cox

& Dale (2002).

Selection . The breadth of selection of products and services should be relative to the e- business and what it is offering; however, the access to the selection is important.Creative Good (2000) commented on sites where the customer has to fill in a survey

before they can see the selection of products and services on offer, which causesfrustration and abandonment of the site. In the same vein, Forrester Research carried outa survey that found that if a product or service was offered on the second or third page,customers were 50 per cent less likely to find them. It is important that the selection of items be immediately accessible from the home page through obvious links; the need for speed and convenience is emphasized (Foremski, 2000).

Product/service information and availability . Vassilopoulou and Keeling (2000) arguethat for any product advertised on the Internet, a clear picture with all the necessaryinformation on brand, size, colour, capabilities and price should be provided so that thecustomer is not misled. Creative Good (2000) reported on a Website in which theinformation relating to the picture of the products was at the side so customers had tospend time matching the information to each product. It is often such simple mistakes as


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this that can cause intense frustration. As well as stating a product description, theconditions of purchasing a product should also be made available to the customer.

Clicksure (1999) states that information on warranties and guarantees should be madeavailable to the customer either during the selection process or when purchasing an item.

One of the most irritating factors for customers shopping on-line is to find that the itemthey have requested is not available. If they are informed of this whilst choosing the product (i.e. the information on stock availability is real-time) they may well continue to browse the Website and find something else of interest. The worst case scenario is for thecustomer to place the order and to be sent an e-mail a few days later informing them thatthe product is out of stock (Andersen Consulting, 1999).

Creative Good (2000) gave an example of a Website, where the customers could placeitems in their shopping basket but then only found out during the purchasing processwhether the goods were in stock. It also showed a shipping price even though the goodscould not be shipped. In the Andersen Consulting study (1999), it was found that many

companies carried on taking orders to be delivered for Christmas even though the products were either not in stock or would not make a pre-Christmas delivery. Thisindicates the importance of providing real-time information for customer convenience.

Delivery information . Ideally, any delivery information (i.e. shipping cost and expecteddelivery times) should be made accessible from the home page or with the productinformation so that customers are aware of the prices before they begin to make any

purchases (Vassilopoulou and Keeling, 2000). If customers go through the purchasing process only to find that the shipping costs are more than they want to pay, they willleave with negative feelings. If they know this cost from the outset, they may still

proceed with a purchase or be able to contact the company to discuss it further and thusthe company may be able to turn a negative factor into a positive experience. Concerningdelivery times, some Websites have managed to streamline their back-end processes toget orders out to the customer the next day. For products such as CDs, books and clothes,this delivery expectation can be reached but for other products, expectations are not sohigh. As long as the Website advises the customer of the time limit for delivering a

product, the customer will be content if it arrives within that time. As Creative Good(2000) points out, service quality is heightened if e-businesses take into account theholiday seasons and issue a warning to customers that they need to order earlier due tolater delivery times.

Policies, charges, terms and conditions . It is important for the customer when making atransaction through a Website to be aware of all the company terms and conditions of that

purchase. Clicksure (1999) states a company that offers a quality certification for e- businesses that they can put on their Website. In return the e-businesses must ensure thatcompany policies on canceling orders, returning goods and refunds as well as the termsand conditions of the sales are accessible to the customer throughout the Website. TheWebsite should also give the choice of law for settlement of disputes and whether thecompany is a member of a regulatory board or ombudsman.


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Due to the global nature of the Web and the ability to make purchases across borders, aWebsite should also list any extra charges or tax that a customer will have to pay if theyare not from the same country as the origin of the e-Business.

Security and reliability . Lack of security whilst making transactions online is reported to

be the main barrier to customers shopping on-line. It is crucial that any Website has asecurity policy accessible on every page or offers a secure payment method on-line (seeVerdict, 2000; Vassilopoulou and Keeling, 2000; Vernon, 2000; Clicksure, 1999). Therisk of fraud on-line is proposed to be the same as paying by credit card in a restaurant;however, customers are far more reluctant to give out card details on-line and new waysof paying for goods over the Internet are being rapidly developed. Some e-businesseshave their security managed by a third party, as described by Vernon (2000).

Another key barrier to shopping on-line is privacy (see Wiegran and Koth, 2000;Vassilopoulou and Keeling, 2000; Clicksure, 1999; Vernon, 2000; Holt, 2000; Ody,2000). Unless they give permission, customers do not want their personal information

being accessed by third parties or being used by companies to increase their customer base. In some countries this kind of information is legally protected, in others it is not thecase and with the Internet crossing many borders, worried customers should learn to look at the privacy policies before committing any personal details to that e-business.

Clicksure (1999) point out that it is a legal requirement that Websites contain a physicaladdress for the company with title and registration details so that customers can contactthe company or check that it exists. The Internet has become a new arena for fraud anddeceit and customers should be able to check to see whether the companies behind theWebsites are bona fide.

2.1.3 Accessibility, Speed & Security

Accessibility Perhaps the most critical factor for any Website is accessibility. This refersto the ability for customers to access the Website of a particular e-business and navigateits site. Vassilopoulou and Keeling (2000) rate accessibility as the speed with which thehome page and following pages download. Holt (2000) also stresses the importance of afast downloading home page. Zona Research (Gann, 2000) have calculated the

probability of customers using a site if the page response was too slow, reporting that, if the page downloaded under seven seconds, fewer than 10 per cent of customers wouldleave the site and that if the page takes eight seconds, 30 per cent of customers will leave,and if it exceeds 12 seconds, 70 per cent will leave. Bearing in mind that customers use

the Internet for convenience and speed, they will not tolerate slow access. The zone of tolerance for customer expectations leaves no margin for error and e-businesses mustaddress speed and anticipated capacity needs as a matter of prime importance.

Gann (2000) also emphasizes the fact that Websites must be accessible 24 hours a day,seven days a week, 365 days of the year. The research group IDC believe that "by 2003,

between a third and half of all ecommerce will be conducted outside normal businesshours" (ibid).


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offline alternatives for placing orders and/or making payments (e.g. via telephone or fax),may mitigate their concerns (Miyazaki and Fernandez, 2000).

2.1.4 Customer relationships

For many Websites, the key to success is the number of customers that use the site andkeep returning to make purchases. To achieve this, Websites must form relationships withtheir customers and this can be done in a number of ways.

Recognition . By asking customers to fill in a user ID and password, e-businesses cantailor the Websites to a particular customer. In the case of transactions, this means that allthe customer information such as the billing and shipping addresses do not have to befilled in again, or it could be the retention of size details for buying clothes CreativeGood (2000). He also suggest that it is much simpler for customers if they are asked touse their e-mail address as an ID rather than creating a new one, although manycompanies will ask for both. They also suggest that having a "my account" option

showing previous transactions also helps to build a sense of community for the customer returning to the site. Taking this one step further, Websites can suggest new products onthe basis of historical transactions when the customer logs back onto the site. Some siteshave a mechanism by which they will suggest books and music based on the customer'shistorical preference. In some cases, the customer can customize the Website by choosingoptions so that on their next visit, they enter directly into the pages most relevant to them(ibid).

Customer feedback platforms . Just as customers should be able to interact with the e- business, customers should also be able to interact with each other. This type of interaction creates a community for customers using the Website and is more likely to

lead to enhanced customer loyalty to that particular Website (see Verdict, 2000). Oneexample of this is the capability to leave book reviews on the Amazon.com Website. Itenables potential book buyers to learn more about the book and the people who they willreturn to see their opinions in writing on the Website and to see what reactions they get.

Frequent buyer incentives . A commonly used strategy for keeping customers using aservice or repeatedly buying products is to provide some kind of incentive to attract them

back. Wiegran and Koth (1999) argue this is even more true for the Internet where thecompetition is only one click away and e-Businesses are fighting to gain market share.Such incentives can be discounts, free delivery or benefits of promotions; these types of incentives are a powerful marketing tool and lock customers into using a particular Web

site.

Extra services . The concept of extra services works along the same lines as the frequent buyer incentives but are not so explicit. They are additional features that serve to enhancethe customer experience. Vassilopoulou and Keeling (2000) suggest that a currencyconversion rate mechanism should be provided on those Websites which enabletransactions to be made; this is a valid point considering the global reach of Websites.


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Creative Good (2000) mention several types of extra features which are used to add valueto the service or products on offer. This could include extra or related information on the

products being sold or even links to other partner sites, and those that aid the customer in buying or finding the right product. Extra features are being created daily by e-businessesin order to distinguish their Websites from those of others, but the aim is to provide the

customer with a reason to return to that site. For a new Website, such features should belower in priority than other factors such as the ease of navigation through the Websiteand a smooth (and short) transaction process. Companies should concentrate on gettingthe basics right first time every time and then consider how to add value by providingextra features (ibid).

2.1.5 Customer Service

As in any business, customer service plays an important part in delivering service qualityto the customer. With the Internet, the face-to-face interaction is non-existent socompanies offer a telephone number for customers to call. Some sites offer a call-u-back

service where the customer gives them their telephone no. and they will call back withina certain time limit to help with the query. Unfortunately, this is only offered duringoffice hours. Other sites offer an e-mail address to send the query and will e-mail back either a standard response or a personal one. Such contact details should be on every pageof the Website and not just on the home page and during the transaction process (seeHolt, 2000). Ideally those should be placed at the top of the page in clear view, althoughsome Websites tend to hide their contact details at the bottom of scrolling pages.Vassilopoulou and Keeling (2000) and Creative Good (2000) also place importance onencouraging the customer to give feedback to the company by providing a special optionor form to complete regarding the services provided, similar to a survey.

Frequently asked questions (FAQ) . In order to avoid customers using the contact optionsdetailed above, it is sensible to create a list of FAQ which can be diagnosed from theamount and type of queries being asked by customers. Constantine and Lockwood (1999)state that a well-designed FAQ page should be arranged in three sections:

(1) Table of contents or topic list;(2) List of questions organized by topic; and(3) Index.

The most frequently asked questions should be immediately available to the customer andthen if they need to, they can choose the appropriate topic from the list. Furthermore,

there should be direct links within the answers to take the customer back to the relevant page(s) (ibid).


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2.2 Effectiveness of Website

The Website is not only central to new approaches to business communications; itrepresents the main battleground for a significant presence in EC. The surge in Websiteadvertising is a clear example of the need for firms to stake a claim to strategic areas of

the Internet. Yet, despite the aggressive use of and clear commitment to the Web,organizations are still struggling to find effective Web strategies. One reason is theinherent difficulty of evaluating the effectiveness of these strategies. This is especiallydifficult when we deal with international business, where cultural and institutionaldifferences impact the business models used to deliver information and services (Sarnaand Febish, 1995; Hoffman, 1996).

Factors influencing consumer perceptions of Website effectiveness

A number of researchers have considered user interface factors as predictors of theeffectiveness of a Website. For example, some work has reported on relevant operationalattributes associated with using a Website (e.g. Bauer and Scharl, 2000), while other work assessed users evaluations of extensive lists of specific Website attributes (e.g.Olsina et al ., 1999). Potter (1994) recommended focusing on a more limited set of Website factors and attributes related to users broader perceptions of Website characteristics.

Figure 3 . Attributes which affect the effectiveness of a commercial website. Source: Simeon (2001, p. 300)


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One of the more comprehensive formulations in assessing Website effectiveness wasdeveloped by Simeon (1999). Simeon proposed the AIPD model, arguing that aneffective Website must accomplish four principal objectives:

2.2.1 Attracting

One of the main objectives of a company with an Internet presence is to attract a varietyof interested parties to its Website. The term attracting refers to online and other media

promotion and advertising strategies used to get individuals, groups, and organizations tovisit a Website. This is done in many different ways. Firms with well established namesneed only inform the public of their location on the Internet (their URL). However, newfirms or less well-known organizations need more intensive methods to attract customers.These can include banners, gifts, games, free products or services and/or extensivetelevision campaigns. The new battle of the dot.coms television advertising is anexample of firms focusing intensely on the need to attract more customers or investorsSimeon (2001). Clearly, the extent to which an organization is able to increase traffic

flow to its site, the chances that commercial interactions can take place is similarlyincreased. Reach has always been a measure of marketing communications effectiveness,a focus on access to and connection with a target audience. Unconstrained by physicallimitations, cyber-reach on the Internet can explode. Hence, the first task of e-marketingis to attract a steady stream of interested users to visit the firms online presence (ibid).

There are a variety of methods to attract interested parties to a companys Website. For well-known companies with an established brand, the URL or Web address, is itself acompetitive advantage, a tool to attract users to the firms online presence. When onlineconsumers do not directly navigate to the firms URL they can still be directed therethrough the use of affiliates, non competing e-commerce firms who act as partners by

directing visitors to their site to a separate e-commerce site, typically for a fee or commission should a purchase take place Yang et al., (2003).

Banner advertisements have also been used to build traffic by many online companies.The use of banner advertisements can have a significant impact on the number of hits aWeb site receives and may even translate into actual purchases on the Web (Pardun andLamb, 1999). This seems to be contradictory to the findings of a case study on CDNow

by eLab where only a very small percentage of visitors to CDNow arriving through banner advertisements were actually converted into paying customers. In fact, thereported average price of banner advertisements has plummeted in recent years due totheir perceived ineffectiveness Yang et al., (2003).

Some researchers advocate the use of traditional media to promote the Website (Pardunand Lamb, 1999), a technique particularly relevant for firms with integrated e-commerceand bricks-and-mortar presence. And, recommendations from others may also be a

powerful source for attracting and acquiring new customers (Hoffman and Novak, 2000).

Thus, there are numerous approaches to attracting visitors to ones Website. Clearly,however, the process must be managed to control average customer acquisition costs.


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Recent research shows that some companies incur an average acquisition cost that may,in some cases, be higher than the average lifetime value of the customers (Hoffman and

Novak, 2000). According to Yang et al., (2003) E-marketers must evaluate the costeffectiveness of the various methods of attracting customers and budget their promotionalexpenditures accordingly. Regardless of how customer acquisition is accomplished, it is

obvious that the first order of business in e-commerce is to bring current and potentialcustomers to the Web site.

2.2.2 Informing

Ease of access to site important. This term is linked to the fundamental capability of aWebsite to present and gather information about products, services, events, and ideas.The exchange of information with stakeholders (customers, investors, employees,suppliers, and the community) is crucial to most Web-based business strategies. Thiscapability of the Web has even been applied to the human resource function of recruiting,screening and selecting new employees. Especially for the initial Website strategies, this

function plays a predominant role Simeon (2001).

Websites must provide content, information Website visitors will value. Typically, for commercial Websites this would include information about the company and its productsand services. A Websites content, how it is presented, and how easily it can be accessed

by visitors to the site will be important influences on consumer behavior. Website usersare likely to be very involved and active in obtaining information (Perry and Bodkin,2000). An increasing number of companies such as Motley Fool, for example, organizetheir Websites content and provide tools to ease decision making. The Motley Fool, aWebsite on personal financial investment, has aggressively leveraged user-generatedcontent. It is arguably one of the most successful online communities. Many empirical

studies have shown user-friendliness as one of the most important criteria influencingtheir use of a Website (Abels et al ., 1998). It includes factors such as the interface andaesthetic features, global site understandability, ease of use, range of search capabilitiesand availability (Olsina et al ., 1999). Hence, visitors must be able to easily move throughthe site and obtain the content they seek easily and enjoyably. However, this may bedifficult to achieve, particularly when a Website matures, since new features andfunctions are constantly added to the Website. Consumers may be confused with theinformation content or the Website becomes complicated to use. This can result incustomer defection Yang et al., (2003).

Graphical interface preferred. Many consumers appear to prefer graphical interface,

simply pointing and clicking, which makes it easier for consumers to navigate a site andfind what they want. It was observed, for example, that the more interactive a Website iscompared to its competitors, the more likely that site would be included in Lycos topfive percent site hits (Ghose and Dou, 1998). Moreover, individuals will be moremotivated to revisit a Website they interact with (Kolsar and Galbraith, 2000).


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2.2.3 Positioning

This concept refers to activities which show the service and differentiation strategies of aWebsite. The service that a site provides helps to define the character or image of thatsite. To the extent that a firm can establish its uniqueness, it can more easily enhance its

presence in the virtual marketplace. Factors which can be used to examine this strategyinclude a comparison of types of online transactions, market targeting, communityrelations and domestic and international links to affiliated companies Simeon (2001).

The positioning capability of a Website relates to the key factors determining thecompanys e-commerce market positioning strategy (Simeon, 1999). Prior research hasconcluded that discounted price (Reichheld and Schefter, 2000), convenience and uniquemerchandise (Phau and Sui, 2000) are some of the market positioning strategies adopted

by most e-marketers. For example, Virtual Vineyards, a Web-based company thatmarkets wines, adopted a niche market positioning strategy. Many of the wines that aresold on the Website come from small vineyards and are not easily obtainable. Thus, the

positioning capability of a Web site reflects its ability to deliver the benefits sought bytargeted customers brought to the site through attracting efforts.

2.2.4 Delivering

This term highlights the technical infrastructure for the presentation and delivery of information and service. The sites strategic potential is directly linked to theinteractivity, reliability, security and speed of service and information management. Theability to gather and present information continuously and services to stakeholders world-wide has led to a more dynamic marketplace and drastically transformed the nature of

business transactions (Thinakal, 1996; Schaich, 1998). To investigate the delivery

capability of Websites, this framework looks at the use of mechanisms such as searchengines, databases, online reports, animation, audio and video and other Web tools.

The delivery function emphasizes on the way the Website provides reliability, speed,security and interactivity (Simeon, 2001). To examine the delivery capacity, attributessuch as warranty and after-sales service, customer support (Hoffman and Novak, 2000),mode of payment, downloading time (Abels et al ., 1998) are user-based criteria thatlikely influence consumers use of, and satisfaction with, a Website.

In addition, security and privacy are vital components of effective commercial Websites(Wang et al. , 2000; Reicheld and Schefter, 2000; Head and Yuan, 2000). Security and

privacy are directly related to trust, which is a vital competitive advantage in the onlineenvironment (Wang et al. , 2000). Recent negative publicity regarding lapses in privacyand the integrity of e-commerce vendors has slowed the development of online markets.Businesses must take proactive steps to build a climate of trust with end customers.

Vanguard, a mutual fund company, fully understands the importance of gainingconsumers trust. But, their effort to ensure the security and protection of privacy of their clients has made it difficult for users to access their Website. Consumers have to apply


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for a password, which is later personally mailed to them from the companysheadquarters to ensure confidentiality Yang et al., (2003) .

Table 1: AIPD analysis: Strategic Dimensions.

Source : Simeon (1999, p. 300)


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3. Conceptual Framework

A conceptual framework focuses on the main dimensions to be studied, the factors of variables, and the presumed relationship between them or, in other words, something

that explains, either graphically or in narrative form, the main things to be studied (Miles& Huberman, 1994). In the previous chapter, literature was discussed for each of the two stated research questions. In this chapter the emerged conceptual framework will beexplained base on the previous literature review. The structure for this chapter will focuson the previous chapter, in that each research question will be addressed in turn.

3.1 Description of Website

The first research question will look into the description of websites of adoptingcustomers web experience. Regarding the description of website how to create positiveweb experience to the customer by using a good website from customer perspective. A

conceptualization has been made on basis of the works of different researchers. Since wehave learned from different researchers studies in the literature review part, in this studiesthat websites attributes is very important part of maintaining and attracting customer.Therefore, some of the attributes of websites will be investigated include the list shown

below.

Website Interface Links (Creative Good,2000 & Spool et al., 1999) Consistency, menus and site maps (Spool et al., 1999) Communications & feedback ( Constantine & Lockwood, 1999)

Search option ( Cox & Dale, 2002)

Content Selection (Foremski, 2000) Product/service information and availability (Vassilopoulou and Keeling, 2000) Delivery information (Vassilopoulou and Keeling, 2000) Policies, charges, terms and conditions ( Clicksure 1999) Security and reliability ( Vernon, 2000)

Accessibility, Speed & Security Accessibility (Gann, 2000)

Speed of download (Nelson, 2000) Privacy & security protection (Culnan & Milberg, 1999)

Customer Relationship Recognition (Creative Good, 2000) Customer feedback platforms (Verdict, 2000) Extra service (Creative Good, 2000)


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Customer service Frequently ask question ( Constantine & Lockwood, 1999)

3.2 Effectiveness of Website

The second research question is aimed at investigating the effectiveness of websites andhow users can make positive web experience through effectiveness of websites. Anumber of researchers have considered user interface factors as predictors of theeffectiveness of a Websites. In order to get idea and to investigate this research questionsrelated literatures of different researchers have been included in the literature reviewchapter which is relevant with our RQ2. On the basis of those literaturesconceptualization has been made and it will investigate. As a guideline of interviewwhich is more relevant in this area of research. These are as follows:

Factors influencing consumer perceptions of Web site effectiveness:

Attracting (Simeon, 2001) Informing (Perry & Bodkin, 2000) Positioning (Simeon, 2001) Delivering (Simeon, 2001)

3.3 Emerged Frame of Reference

A Frame of Reference has emerged base on the previous conceptualized theories. Thisemerged frame of reference (see Figure 4) has been developed in order to understand howthe research questions relate to one another and will guide to collect sufficient dataneeded for this study and achieve the purpose of this study.

Figure 4: Emerged Frame of Reference

CCuussttoommeer r ss PPoossiittiivvee WW ee b b EExx p peer r iieennccee

RQ 2

EEf f f f eeccttiivveenneessss oof f WW ee b bssiitteess

OutcomeRQ 1

WW ee b bssiittee ddeessccr r ii p p ttiioonn


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Methodology

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4. Methodology

This chapter will present detailed idea how research will be conducted. This includes the purpose of research, approach, strategy, sample selection, data collection, and analysismethods. At the end of this chapter validity and reliability issues will be discussed to

follow the quality standards of the research.

Figure 5: Research Methodology Source: Adapted from Foster (1998, p. 81)

4.1 Research Purpose

There are two basic purposes for research: to learn something, or to gather evidence(Taflinger 1996) . The main purpose of research has as its main goals the gathering of coherent, verifiable information and, most importantly, the timely reporting of thatinformation. According to Yin (2003), the purpose of the academic study hasdistinguished as exploratory, descriptive and explanatory.

As the term suggests, exploratory research is often conducted because a problem has not been clearly defined as yet, or its real scope is as yet unclear. They are also appropriatewhen important characteristics and relations are hard to determine. The purpose of thisresearch category is to gather as much information as possible concerning to a specific

problem. Exploratory research is often used when a problem is not well known or theavailable knowledge is not complete. This method is best suited for information gatheringwhen performing an exploratory research is interviews (Yin, 2003).

The objective is to provide a description of various phenomenonss connected toindividuals, situations, or events that occur. The purpose might be to develop empirical

generalizations. Once such generalizations begins to appear, they are worth explaining,which leads to theory development (Yin, 2003). Descriptive research may focus onindividual subjects and go into great depth and detail in describing them. Individualvariation is not only allowed for but studied. This approach is called a case-study (ibid).

Explanatory research attempts to clarify why and how there is a relationship betweentwo aspects of a situation or phenomenon (Kumar, 1999). Explanatory research is a kindof study where it emphasis to examine a situation or a problem in order to explain the

Validity/Reliability

ResearchPurpose

Research Approach

ResearchStrategy

DateCollection

SampleSelection

Data Analysis


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relationships between the variables (Saunders, Lewis & Thornhill, 2000). The study isexplanatory when the focus is on cause-effect relationships, explaining what causes

produced what effects Yin (2003).

The purpose of this thesis is partly exploratory, as we explore our purpose in order to

provide a deeper understanding of how website described and effectiveness created positive web experience to the customer. This study is also descriptive in a sense of describing the empirical data. Our research purpose is clearly structured, which impliesthe descriptive purpose. The descriptive research may focus on individual subjects and gointo great depth and detail in describing them. Finally, our research purpose is partlyexplanatory since we are trying to summarize and explain the findings in our study byanswering our research questions and drawing conclusions.

4.2 Research Approach

Since the purpose of this research is to provide a better understanding of how to create a

positive web experience for the customer. Qualitative approach is found to be moreappropriate for this study.

Kaplan and Maxwell (1994) argue that the goal of understanding a phenomenon from the point of view of the participants and its particular social and institutional context islargely lost when textual data are quantified. According to Yin (2003), Qualitativeresearch is the search for knowledge that is supposed to investigate, interpret, andunderstanding the phenomena by the means of an inside perspective. Qualitative methodsare often related to case studies, where the aim is to receive thorough information andthereby obtain a deep understanding of the research problem. Denzin and Lincoln (1994)define Qualitative research is multi-method in focus, involving an interpretive,naturalistic approach to its subject matter. This means that qualitative researchers studythings in their natural settings, attempting to make sense of or interpret phenomena interms of the meanings people bring to them. Qualitative research involves the studied useand collection of a variety of empirical materials case study, personal experience (ibid).

The goal of qualitative research is to discover patterns, which emerge after closeobservation, careful documentation, and thoughtful analysis of the research topic. Whatcan be discovered by qualitative research is not sweeping generalizations but contextualfindings. This process of discovery is basic to the philosophic underpinning of thequalitative approach Yin (2003).

4.3 Research Strategy

The designed of research strategy depends upon the types of research questions asked.The main function of research design is to explain how you will find answers to your research questions (Kumar, 1999). Yin (2003) points out that in qualitative research, theempirical data collection can be approached in different ways. Depending on thecharacter of research questions, to which extent the researcher has control over

behavioral events and to which degree the focus is on contemporary events. The most


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common types of research questions are formulated as who, what, where, how, and whyquestions. When how- or whyquestions are used, the researcher can benefit by usingcase studies, experiments, or historical studies. Case studies further contribute uniquely tothe knowledge of individual, organizational, social and political occurrences and it allowsan investigator to retain the holistic and meaningful characteristics of real-life events,

such as individual life cycles and organizational and managerial processes. The design of a case study can either be a single-case study or a multiple case study. (Yin, 2003)

A single case study investigates a single entity in the form of one industry, company, or district in depth. However, a multiple case study is more convincing, and the overallstudy is therefore regarded as more robust which increase the validity of the research andcreate an opportunity to compare the cases (Yin, 2003). A case study is a comprehensivedescription and analysis of single situation. In case studies the aim of the research is toseek conformity between the results and the theory. Helps to identify other similar eventsto the result that can only be generalized cites that data collected by case studies can bevia six different sources: documentation, archival records, interviews, direct observations,

participant observations and finally physical artifacts (ibid).

4.4 Data Collection

Yin (2003) claims that data collected by case studies can be via six different sources:documentation, archival records, interviews, direct observations, participant observationsand finally physical artifacts. A major strength of case study data collection is theopportunity to use many different sources of evidence. The use of several sources of evidence means that the researcher has the opportunity to obtain multiple measures of thesame phenomenon that adds validity to the scientific study. Findings or conclusion

resulting from a case study is likely to be more convincing and accurate if based onseveral different sources of information. No source of information has a completeadvantage over others. The different sources are highly complementary; and therefore agood case study will rely on as many sources as possible. The most important sources for case study information are interviews (Yin, 2003).

According to Kumar (1999), in case study interviewing is a commonly used method of collecting information from people. Interviews are classified according to the degree of flexibility such as unstructured and structured.

In an unstructured interview, also known as an in-dept interview, the interview develops

a framework, called an interview guide, with in which to conduct interview, within thisstructured the interviewer formulates questions spontaneously during an interview.Unstructured interviews can be carried out in a one- to-one situation or collectively with agroup of respondents (called group interviews or focused group interviews). Thisapproach to data collection is extremely useful in situations where either in deptinformation is needed or little is known about the area. The flexibility allowed to theinterviewer in what he/she ask of a responded is an asset as it can elicit extremely richinformations. Using an interview guide, as a means of data collections, require much


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more skill on the part of the investigator than does using structured interview (Kumar,1999).

In a structured interview the investigator ask a predetermined set of questions, using thesame wording and order of questions as specified in the in the schedule. An interview is a

written list of questions, open or close ended, Prepared for use by an interviewer, in a person to person interaction (this may be face to face, by telephone or by other electronicmedia). Not that an interview schedule is research tool or instrument for collecting data,where as interviewing is a method of data collections. On of the main advantage of structured interview is that provides uniform information, which assures thecomparability of data. Structured interviewing requires fewer interviewing skills thandoes unstructured interviewing (Kumar, 1999).

Yin (2003) stated that documentary information is likely to be relevant to every casestudy topic. These types of information can take many forms like as company internaldocuments, written reports of events, letters, memoranda, agenda, proposal, progress

report etc. For case studies, the most important use of documents is to corroborate andargument evidence from other sources.

For better understanding of the situation, an unstructured interview conducted by us usingthe guidelines of interview guide which been developed on the basis of our frame of reference. We decided to use observation participant to browse the websites, interact andobserve our questions.

4.5 Sample selection

Yin (2003) points out that there are several ways to select a sample for a case study.According to Saunders et al. (2000) judgmental sampling is when the researcher selectscases that are best suited to answer the research questions. Judgmental sampling is oftenused when studying small samples such as in a case study when the researcher wants toselect cases that are particularly informative. Based on the facts from Saunders et al

judgmental sampling was used when selecting the appropriate sample for this thesis.Sampling techniques provide a range of methods that enable you to reduce the amount of data you need to collect by considering only data from a subgroup rather than all possiblecases or elements. Qualitative researchers rarely draw a representative sample from ahuge number of cases to intensely study the sampled cases- the goal in quantitativeresearch (ibid).

We have chosen two websites from Bangladesh as the case study. As the qualitativeresearch method will be followed for this thesis we will consider case studies method.We have taken two websites Bdgift.com and Bdjobs.com both sites are informations

based website and customer interactions of these website are main target. Bdgift.com isthe first Bangladeshi online gift purchase company for the national and internationalcustomers and Bdjobs.com is the largest job provider site in the Bangladesh for the jobseeker. Both sites are directly interact with customers. We find out from our observationhow their website described to the customer. Effectiveness of website is vital for the


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companies survival, its create positive web experience to the customer. We have takentwo interview for RQ2, one male and one female for case one and case two, tworespondents form USA and UK who is using this website. We have taken interviewdifferent perspective for justifying of effectiveness of both websites.

4.6 Data Analysis

According to Yin (2003) states that every case study should begin with a general analyticstrategy. These general analytical strategies, with regards to the cases studied, provide theresearcher with a system by which priorities can be set for what needs to be analyzed andwhy. (ibid) In qualitative data analysis, Miles & Huberman (1994) state that the focus ison data in the form of words; in this case, words that emanate from the focus groupinterviews. These words require processing, which is a form of analysis. The dataanalysis is consisted of three synchronized activity flows:

Data reduction : The process of selecting, focusing, simplifying, abstracting andtransforming the data. The purpose is to organize the data so that the final

conclusion can be drawn and verified.

Data display : Taking the reduced data and displaying it in an organized

compressed way so that conclusions can be more easily drawn.

Conclusion drawing/verification : Deciding what things mean, noting regularities,

patterns, explanations, possible configurations, casual flows, and propositions.

(ibid)

The analysis of this thesis will follow these three steps accordingly. In order to reduce thedata, within-case analysis will be done by comparing the empirical findings with theconceptualized literature, for each session separately. A cross-case analysis will beconducted in order to compare the different groups as well as display similarities anddifferences. Finally, based on the within-case and cross-case analysis, conclusions will bedrawn.


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4.7 Quality Standards: Validity and Reliability

Validity and reliability are the most commonly used criteria used for evaluating the quality of when establishing the quality standards of a case study research, Yin (2003) suggests four

commonly used tests. These tests are constructed validity, internal validity, externalvalidity and reliability.

The following table (Table 2) shows the recommended case study tactics for each test aswell as a cross-reference to the phase of research when the tactic is to be used.

Table 2: Case study tactics for four designs test

Source: Yin, 2003

As internal validity only applies for causal studies, this test is not relevant in our research.We will therefore below only give our considerations regarding the other three tests.

4.7.1 Issues of validity

Construct validity

According to Yin (2003) there are three tactics to increase construct validity . One can usemultiple sources of evidence, establish a chain of evidence, or have key informantsreview the draft case study report. In our research, we have used interviews as sources of evidence. However, the documentation is only complementary to the interviews and thedata collected through documentation is not included in the analysis. To establish a chainof evidence is to allow an external observer the reader of the case study, for example to follow the derivation of any evidence from initial research questions to ultimate casestudy conclusions (ibid, p. 98).

Tests Case Study Tactic Phase of Research in which TacticOccurs

Constructvalidity

-Use multiple sources of evidence-Establish chain of evidence-Have key informants review draftcase study report

Data collectionData collectionComposition

Internalvalidity

-Do pattern-matching-Do explanation-building-Do time-series analysis

Data analysisData analysisData analysis

Externalvalidity

-Use replication logic in multiple-case studies

Research design

Reliability-Use case study protocol-Develop case study data base

Data collectionData collection


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External validity

To increase external validity , Yin (2003) emphasizes the importance of using replicationlogic in multiple-case studies. He states that a theory must be tested through replication

of the findings in similar surroundings, where the theory has specified that the sameresults should occur. Once such replication has been made, the findings can begeneralized to a greater number of surroundings. In this research, we have reached our findings by testing the relevant theory in two different cases.

4.7.2 Issues of reliability

Yins (2003) suggested tactics for increasing the research reliability are to use case study protocols or to develop case study data bases. The purpose of this is so that a followingresearcher can repeat the exact same procedure and research, and thereby arrive at thesame findings and conclusions over again.

We have in this thesis carefully explained the procedures of our research, in this, as wellas in every other chapter. We have also designed an interview guide, which shows howwe have conceptualized the research questions. The same interview guide was used in allinterviews. Furthermore, we have organized the data collected for each of the cases andstructured our thesis so that following researchers or readers can retrieve any desiredmaterial. However, when conducting interviews, personal biases may to some extent be

present. Therefore, the influence of the respondents as well as our own attitudes andvalues can always be questioned.


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5. Empirical Data Presentation

The chapter will present data that has been collected through observation of two website,one is e-commerce website which engaged in taking order through product delivery and another is information based website and in-depth interview with the users of those

particular websites. The data will be presented based on variables which are included inemerged frame of reference to help the reader to get idea about the issues raised ininterview.

5.1 Case one: Bdgift.com

BDGift.Com is division of FastNet Communications. FastNet Communications establishedin 2001 and registered Department of trade and Industry, Manila, Philippines. PresentlyBDgift.Com is in the process of expanding its network and services to all other countries.BDgift.Com is all about people. The browsers will always get a human response fromBDgift.Com on any request or issue that they may have and will assist them as fast as

humanly possible. They offer a wide range of product category for its customers and mainlyconcentrate on gift items such as garden fresh flowers and all other products which are bestquality but low price. They have started with a low-price philosophy while providing a highlevel of service. The concept of cost-effectiveness, fair prices, totally dedicated support

brought them to what they are today. BDGift delivers nationwide in Bangladesh. They offer free delivery some areas of Metro Dhaka, capital city of Bangladesh, and operates 7 (seven)days in a week. Currently deliver only in the Bangladesh for nationwide deliveries throughleading courier service. Bdgift accept all major credit cards like Visa, MasterCard, AmericanExpress, Discover Novus, Diners Club and JCB derivative of these brands. For credit cardsverification they need name as it appears on credit card and the address where credit cardsare sent.

Cash Payments can be done direct to the bank and orders will be delivered as soon as possible. Check Payments need clearance and verification before deliver orders.

attributes of a good web site

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