Previous research for The Henley Centre for Customer Management found that online

experience consisted primarily of thirteen themes and 83 indicators of those themes.

This years’ research has explored the web quality literature. A systematic review of the

field revealed a range of scales that have been used to measure web quality.

One web quality scale has been explored in detail, presented with a methodology for

members to implement this in survey format.

When compared with our findings from last years research the web quality literature only

partly accounts for a customers’ total experience online.

Early Spring 2009 The Henley Scale for Online Experience will be tested using

participating member organizations

Clark, Moira

Hair, N.

Rose, Susan

Central Archive at the University of Reading

Web Quality and ResearchDr. Neil Hair, Dr. Susan Rose and Professor Moira Clark27th November, 2008UpdateThis report is produced by The Henley Centre for Customer Management on behalf of its’members.The date on the cover page of this report is the official release date. For the first six monthsafter release, the report remains confidential. During this first period there is no restriction oncopying within the research project team and member organisations, provided that thestatement of copyright and identification of source is retained on all subsequent copies andno copies are released to non-participating organisations.After the six months period of confidentiality, normal copyright practice will be expected of allusers of the research results. All published results will carry a copyright notice and anidentification of the source, with a request to retain that information on all subsequent copies.The Henley Centre for Customer ManagementiTable of Contents1. Executive Summary ...................................................................................................12. Literature Commentary ..............................................................................................22.1. Touch Points ........................................................................................................22.2. Web Quality Factors .............................................................................................32.3. eQual survey tool..................................................................................................52.4. Conclusions from the Web Quality Literature........................................................73. Experience v’s Quality ...............................................................................................74. Invitation to Participate..............................................................................................95. References..................................................................................................................9Web Quality and Research Update1 © Hair, N , Rose, S and Clark, M - 20081. Executive Summary Previous research for The Henley Centre for Customer Management found that onlineexperience consisted primarily of thirteen themes and 83 indicators of those themes. This years’ research has explored the web quality literature. A systematic review of thefield revealed a range of scales that have been used to measure web quality. One web quality scale has been explored in detail, presented with a methodology formembers to implement this in survey format. When compared with our findings from last years research the web quality literature onlypartly accounts for a customers’ total experience online. Early Spring 2009 The Henley Scale for Online Experience will be tested usingparticipating member organizations.Web Quality and Research Update2 © Hair, N , Rose, S and Clark, M - 20082. Literature Commentary2.1. Touch PointsIncreasingly customers are interacting with organizations online using a multitude of touchpoints. Despite recent changes to the way we interact, the academic and practitionerliterature has only started to touch on the nature of customer experience in these newsettings. These can be seen in the following diagram.Touch PointsPrevious research conducted in 2007 for The Henley Centre for Customer Managementidentified a range of thematic areas that are important conduits of the ideal onlineexperience. 13 themes and 83 indicators explored 132 customer experiences acrossbusiness-to-business and business-to-consumer sectors. These can be seen below.Web Quality and Research Update3 © Hair, N , Rose, S and Clark, M - 2008Results: Frequency counts of mentionsA review of a closely related field on web quality revealed a rich history of multi-dimensionalscaling as a means of profiling web quality by users online. Web quality is defined as; “theperceived overall quality of a Web Site according to the customer’s viewpoint.” (Poddar et al2008).2.2. Web Quality FactorsA range of factors in the web quality field are summarized in the table below;Literature on Web QualityAuthor Factors examinedKaynama &Black 2000Content and purpose, accessibility, navigation, design, responsiveness,personalization, customizationAladwani &Palvia 2002Technical adequacy, web content, web appearanceLoiacono et al2002Ease of use, usefulness, entertainment, complementary relationship, customerserviceShchiglik &Barnes 2004Information quality, web interaction, site designChakraborty etal 2005Informativeness, usability, quality of informationLee & Kozar2005Information quality, service, systems, vendor specific qualityCalero et al2005Functionality, reliability, usability, efficiency, portability, maintainability170127675755545036352828 1714UsabililtyInformationEfficientHedonicSubject relevanceTrustworthyAestheticsCustomer OrientedRelationshipsCommercializationCommunityContemporaryFulfillmentWeb Quality and Research Update4 © Hair, N , Rose, S and Clark, M - 2008Barnes andVigden 2006Usability, information quality, service interactionKang & Kim2006Quality, entertainment, navigation, informativeness, attitudeLiao et al 2006Appearance, content quality, specific content, technical adequacy, trust, usefulness,continuance intentionAhn, et al 2007System quality, information, service, playfulness, ease of use, usefulness, attitude,behavioral intentionHwang and Kim2007Quality, enjoyment, system anxiety, ability,Yen et al 2007Accuracy, relevance, completeness, media, timeliness, size, page layout,navigation, response time, securityGrigoroudis etal 2008Relevance, usefulness, reliability, specialization, architecture, navigation, efficiency,layout, animationSchaik and Ling2008Usability, hedonic value, beauty, goodnessHa and Stoel2008Trust, enjoyment, ease of use, usefulness, attitude, intention to shop, customerservice, experientialPoddar et al2008Solidity, enthusiasm, genuine, sophisticated, unpleasant, web site customerorientationLaw and Bair2008Functionality, usability, customer satisfaction, purchase intention8 primary themes exist in this field;Web Quality and Research Update5 © Hair, N , Rose, S and Clark, M - 2008Unfortunately the nature of scale / survey methodology reduces complex phenomena intosets of short questions. Examples of these can be seen below;2.3. eQual survey toolAs a result of this weakness The Henley Centre for Customer Management set out toexplore ways by which we can extend knowledge in this field by including experientialfactors. One such scale though stood out as being particularly useful in assessing qualityaspects of websites – eQual4 by Barnes and Vigden (2006). The 22 questions that make upthe tool together with suggestions for application by members can be found below.Web Quality Scale Questions (Barnes and Vidgen 2006 eQual)1. I find the site easy to learn and operate2. My interaction with the site is clear and understandable3. I find the site easy to navigate4. I find the site easy to use5. The site has an attractive appearance6. The design is appropriate to the type of site7. The site conveys a sense of competencyWeb Quality and Research Update6 © Hair, N , Rose, S and Clark, M - 20088. The site creates a positive experience for me9. Provides accurate information10. Provides believable information11. Provides timely information12. Provides relevant information13. Provides easy to understand information14. Provides information at the right level of detail15. Presents the information in an appropriate format16. Has a good reputation17. It feels safe to complete transactions18. My personal information feels secure19. Creates a sense of personalization20. Conveys a sense of community21. Makes it easy to communicate22. I feel confident that goods/services will be delivered as promisedSuggestions for application• Likert Scale 1-7 with a N/A option• Measure Performance of the site AND importance to the user• Use an online survey tool e.g. Cardiff Teleform or Survey Monkey.Example ResultWeb Quality and Research Update7 © Hair, N , Rose, S and Clark, M - 20082.4. Conclusions from the Web Quality Literature Need for empirical work in non e-retail domains. Vast majority of studies use students . Outdated - technological enhancements, web 2.0 movement. Limited hedonic / enjoyment in Web Qual scales. In-depth understanding of application of scale items. Focus on interface not experience.3. Experience v’s QualityWeb Quality is defined as “the perceived overall quality of a Web Site according to thecustomer’s viewpoint.” (Poddar et al 2008)We define the Online Customer Experience as “the cognitive and affective impressionsformed as a result of online customer-organisation interactions”.So the question to be answered is: “what does customer experience mean in the context ofweb quality”?Target 2009:The development of a Henley Centre for Customer Management Scale of Ideal OnlineCustomer ExperienceThe differences between experience and quality were discussed in the final meeting of 2008.It was clear that members see conceptual differences between experience and quality andthat the former is a more powerful measure of hedonic or emotional experiences formedonline. As a result the research team are working on a Henley Centre for CustomerManagement Scale for Ideal Online Customer Experience. This will be made available tomembers in the Spring of 2009. The main differences between the web quality literature andour initial findings of customer experience online can be seen below (Blue = Web Qualityfindings, Coloured items are from last years research findings).Web Quality and Research Update8 © Hair, N , Rose, S and Clark, M - 2008Web Quality v’s OCE FindingsThe research agenda for 2009 can be seen in the following diagram which outlines aconceptualization of the Henley Scale for online Customer Experience.Web Quality and Research Update9 © Hair, N , Rose, S and Clark, M - 20084. Invitation to ParticipateMembers are invited to participate in pre-testing the scales developed in this researchproject. Interested parties can contact Anne Tabner in the first instance at The HenleyCentre for Customer Management.5. References Stuart Barnes and Richard Vidgen (2006) “Data triangulation and web quality metrics: Acase study in e-government.” Information and Management 43, pp.767-777 Stuart Barnes and Richard Vidgen (2005) “The eQual approach to the Assessment of E-Commerce Quality.” in Woojong Suh (editor) Chapter 7, pp. 161-181 (available onlinethrough Google Books) Neil Hair, Susan Rose, Moira Clark (2009) “Using qualitative repertory grid techniques toexplore perceptions of business-to-business online customer experience.” Journal ofCustomer Behavior, Map 2009 (forthcoming)The Henley Centre for Customer ManagementThe Primary Objective of the Henley Centre for Customer Management is to promoteCustomer Focus and Service Excellence best practice through observing practice in leadingcompanies and synthesising this into useful knowledge that helps members to improve theirown Customer Management and Customer Service plans and implementations.MembersEach year, the Centre aims to attract a membership of between 10 and 20 organisations,each a leader in their sector.Members in 2008 were:-Vertex (Main Sponsor)3M UK LtdBausch & LombBentley MotorsBritish Gas (Centrica)Bromford Housing GroupBT Global ServicesCognizant Technology SolutionsDefence Science and Technology LaboratoryDriver and Vehicle Licensing AgencyEcclesiastical Insurance GroupFujitsu ServicesKelly ServicesMercedes Benz Financial ServicesMicrosoft CorporationNew Charter Housing Trust GroupnPower plcNSPCCVirgin Mobile.Centre Contacts:Director Assistant DirectorProfessor Moira Clark Tony HarringtonTel: 01491 571494 Tel: 07815 938534Moira.Clark@henley.reading.ac.uk Tony.Harrington@henley.Henley Business School,Greenlands, Henley-on-Thames, Oxfordshire RG9 3AUMaximising Value through RelationshipsCustomer RelationshipAnne TabbnerTel: 01491 418710reading.ac.uk Anne.Tabbner@henley.Executivereading.ac.uk

Web quality and research update

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Web quality and research update

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