Usability and relational factors in user-perceived quality of online services
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The purpose of this paper is to identify the key determinants of consumer-perceived usability of online service websites and their impact on e-loyalty potential, expressed by customer’s willingness to return and to recommend the website to others. In this experimental usability study fifteen video-recorded users performed specific tasks in financial, travel and health online service websites. After completing the tasks users filled in a questionnaire relevant to their perceived experience as to nine main evaluation factors. High correlations (above 0.7) have been found among factors: • Visual clarity, Ease of use and User guidance , • Interactivity, User guidance and Information content, • Interactivity, Personalization and Service demo, • Service demo and User guidance and statistical significance of differences in user-perceived quality among online service websites have been evaluated.
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