Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Introduction

Organizations, in anticipation of the emergence of Web interface as
a major point of contact between companies and customers, are beginning to employ a wide variety of
technologies to build meaningful relationships with their customers. While Web interface may not be
the only point of contact that customers use, organizations are aware of the advantages of using
the Web to cater to the needs of the customers. This concept of “self-service” not only reduces
costs for the company in the long run, but also increases customer satisfaction by addressing the
transactional and the relational needs of the customer. In this chapter, I review the different
types of personalization systems commonly employed by Web sites and argue that their deployment as
Web site interface design decisions may have as big an impact as the personalization systems
themselves. To accomplish this, I make a case for treating HCI issues seriously and argue that Web
site interface design decisions made by organizations, such as the type and level of
personalization employed by a Web site, has a direct impact on the communication capability of that
Web site. I also focus on the practical relevance of these Web site design decisions by examining
their effect on users’ loyalty towards the Web site.