Requirements of customer interface design in South African business-to-consumer electronic commerce

Strydom, Adriaan (2003-12)

Thesis (MBA)--Stellenbosch University, 2003.

Thesis

ENGLISH ABSTRACT: The effective application of the requirements of customer interface design is critical for the success of business-to-consumer electronic commerce ventures. The challenging environment experienced by South African-based business-to-consumer electronic commerce compounds the importance of offering Web sites with high usability and a conventional shopping experience. The first main objective of this study is to determine the requirements of customer interface design in business-to-consumer electronic commerce and is achieved through the review of the relevant literature. The second main objective is to measure the application of customer interface design within South African business-to-consumer electronic commerce. A thematic model (or framework) that represents the thirteen main requirements is developed. The model identifies the themes as transmission speed, page layout and structure, navigation, writing style, multimedia, customer support, customisation and personalisation, community, information, perceptions, trust and security, commerce, and the absence of errors. The model is used to subjectively measure the effective application of customer interface design in a test group of fifty South African-based Web sites. The third main objective is to present the results. Requirements that are effectively applied by most of the Web sites include the themes of transmission speed, page layout and structure, writing style, multimedia, trust and security and the absence of errors. The themes of navigation, customisation and personalisation, information, perceptions and commerce are evident, but applied less effectively. Although some sites do provide the theme of customer support, the overall result shows that it is generally not effectively applied. Community is the least effectively applied of all the requirements presented in the thematic model. Possible reasons for the results are offered, but further research is necessary to determine the underlying reasons for lack of the community theme. The relevance and the value of the study lies in the conceptualisation of customer interface design in South African business-to-consumer electronic commerce and the foundation presented for future research.

AFRIKAANSE OPSOMMING: Die effektiewe toepassing van klant-koppelvlak ontwerp vereistes is noodsaaklik om die sukses van besigheid-tot-verbruiker elektroniese handel ondememings te verseker. Die uitdagende omgewing vir besigheid-tot-verbruiker elektroniese handel in Suid-Afrika beklemtoon die belangrikheid van webtuistes om gebruikersvriendelik te wees en 'n konvensionele inkopie-ervaring te bied. Die studieprojek se eerste doelwit is om die vereistes van klant-koppelvlak ontwerp in besigheid-tot-verbruiker elektroniese handel te bepaal. Hierdie doelwit word bereik deur 'n oorsig van die relevante literatuur. Die tweede doelwit is om die toepassing van klant-koppelvlak ontwerp in SuidAfrikaanse besigheid-tot-verbruiker elektroniese handel te meet. 'n Tematiese model, wat dertien hoofvereistes saamvat, is ontwerp om meting te fasiliteer. Die model identifiseer die temas van deursendingspoed, bladuitleg en -struktuur, navigasie, skryfstyl, multimedia, klantediens, aanpassing en verpersoonliking, gemeenskap, informasie, persepsies, vertroue en sekerheid, handel, en foutloosheid. Die model is gebruik om die effektiewe toepassing van klant-koppelvlak ontwerp ten opsigte van vyftig Suid-Afrikaanse webtuistes te meet. Die derde doelwit is om die resultate te analiseer en te interpreteer. Vereistes wat meestal effektief toegepas word, is die temas van deursendingspoed, bladuitleg en - struktuur, skryfstyl, multimedia, vertroue en sekerheid, en foutloosheid. Die temas van navigasie, aanpassing en verpersoonliking, informasie, persepsies en handel is teenwoordig, maar minder effektief toegepas. Alhoewel sommige webtuistes die tema van klantediens bied, dui die verwerkte resultate daarop dat dit in die algemeen nie effektief toegepas word nie. Van al die vereistes, soos in die tematiese model saamgevat, is gemeenskap die swakste toegepas. Moontlike redes vir die resultaat word aangebied, maar verdere navorsing is nodig om die onderliggende redes vas te stel. Die toepaslikheid en waarde van die navorsing is gelee in die konseptualisering van klant-koppelvlak ontwerp in die Suid-Afrikaanse besigheid-tot-verbruiker elektroniese handel, sowel as die grondslag wat dit vir verdere navorsing bied.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/53574
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