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Listening to the consumer's voice in website analytics

Author

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  • Matthew P. Bunker
  • Mohammed Y.A. Rawwas
  • Darrel E. Bartholomew

Abstract

Usability studies coupled with the 'think aloud' protocol allow firms and researchers to gain insights into people's web browsing experience. The purpose of this exploratory study is to gain additional insights into the customer perceptions of the webpage experience. Thirty respondents browsed restaurant webpages while using the 'think aloud' protocol. Three major themes that emerged from the analysis are: 1) respondents create future experiences through their interactions with the website; 2) Servicescapes have a large influence on respondents' decision to patronise the restaurant; 3) customer interface plays a multidimensional role in influencing customers' choices. The usability studies revealed customer thoughts and feelings that might be missed if other internet research methodologies were utilised. Usability studies do not replace these methods, but they do have a place within the large arsenal of internet research methodologies.

Suggested Citation

  • Matthew P. Bunker & Mohammed Y.A. Rawwas & Darrel E. Bartholomew, 2016. "Listening to the consumer's voice in website analytics," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 23(1), pages 116-130.
    • Handle: RePEc:ids:ijbisy:v:23:y:2016:i:1:p:116-130
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    Cited by:

    1. Bartholomew, Darrell E. & Williamson, Mark, 2022. "Retail media networks," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Goodstein, Ryan M. & Rhine, Sherrie L.W., 2017. "The effects of bank and nonbank provider locations on household use of financial transaction services," Journal of Banking & Finance, Elsevier, vol. 78(C), pages 91-107.

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