INMA_A01.QXD

6 Number of options Psychologists recommend having a limited number of choices within each menu. If a menu has more than seven, ...

Aaker and Norris (1982) devised a framework in which the strategy for creative appeal is based on emotion and feeling, and that ...

Gleisser (2001) surveyed web site designers to identify consensus on what were success factors in web site design. The results o ...

Basic text editors Text editors are used to edit HTML tags. For example, ‘<B>Products</B>’ will make the enclosed te ...

(1992). Despite this it is still instructive to apply these dimensions of service quality to customer service on the web (see fo ...

Reliability The reliability dimension is dependent on the availability of the web site or, in other words, how easy it is to con ...

Assurance In an e-mail context, assurance can best be considered as the quality of response. In the survey reported by Chaffey a ...

2 Setting and communicating the service promise. Once expectations are understood, mar- keting communications can be used to inf ...

which makes it difficult to build online relationships. Note, however, that online service quality is also dependent on other as ...

3 Driver: post-sale service and support. Metrics: on-time, first-time fix – the percentage of problems fixed on the first visit ...

Dabs.com in 2005 In 2005, dabs.com is a £200 million company with 235 staff, holding 15,000 lines for a customer base of almost ...

Although the previous site was only updated 2 years ago, he describes the need to keep ahead of competitors as ‘a cat and mouse ...

CHAPTER 7· DELIVERING THE ONLINE CUSTOMER EXPERIENCE 3 Implementation is not an isolated process; it should be integrated with t ...

References Essay and discussion questions 1 Discuss the relative effectiveness of the different methods of assessing the custome ...

Feinberg, R., Trotter, M. and Anton, J. (2000) At any time – from anywhere – in any form. In D. Renner (ed.) Defying the Limits, ...

Trocchia, P. and Janda, S. (2003) How do consumers evaluate Internet retail service quality? Journal of Services Marketing, 17(3 ...

CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS Learning objectives After reading this chapter, the reader should be able to:
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Introduction A company that has developed a great online customer experience as discussed in Chapter 7 is only part-way to achie ...

1 use onlineand offline promotionto drive quality visitors or traffic to a web site; 2 use on-site communications to deliver an ...

3 From one-to-many to one-to-some and one-to-one Traditional push communications are one-to-many, from one company to many cus- ...