2007:046

MASTER' S THESI S
Attributes of a Good Website
from a Customer Service Perspective
Mosharaf Hossain
Mohammad Haidar Hossain
Lule University of Technology
D Master thesis
Business Administration
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce
2007:046 - ISSN: 1402-1552 - ISRN: LTU-DUPP--07/046--SE



Websites have no certain place, no country; they are Websites have no certain place, no country; they are Websites have no certain place, no country; they are Websites have no certain place, no country; they are
international. If you have a website, then you have international. If you have a website, then you have international. If you have a website, then you have international. If you have a website, then you have
something international that overcomes the l something international that overcomes the l something international that overcomes the l something international that overcomes the limits betwe imits betwe imits betwe imits between en en en
countries and long distances countries and long distances countries and long distances countries and long distances

- -- -ThinkQuest 99 ThinkQuest 99 ThinkQuest 99 ThinkQuest 99


Acknowledgements Acknowledgements Acknowledgements Acknowledgements


The research described in this Masters thesis was carried out during fall 2006 at Lule
University of Technology, under the division of Industrial Marketing and e-Commerce.
This thesis would not have been done without the sincere and utmost co-operation of
some individuals to whom we are grateful and thank them from in core of our heart.


First of all, I would like to express my indebtedness and deep sense of gratitude to Dr.
Tim Foster, Instructor at Lule University of Technology, who provided a continuous
support after our thesis work. It is due to his patient encouragement and persistence that
we were nudged to accomplish our work on time. Without his help it would not have
been possible to accomplish our Masters degree, which we will always fervently
remember.

We are greatly indebted our friend Tapan Kumar Ray his scholastic and sympathetic
guidance, warm advice and encouragement have enabled us to materialize this thesis
successfully.

Finally, we would like to thanks the people who have read and otherwise helped us
improve this thesis by providing us with great feedback.

Last of all, we are grateful to our beloved parents and all of other family members and
well- wishers for their inspiration that leads us to go ahead.




Mosharaf Hossain Mosharaf Hossain Mosharaf Hossain Mosharaf Hossain Mohammad Mohammad Mohammad Mohammad Haidar Haidar Haidar Haidar Hossain Hossain Hossain Hossain










ABSTRACT ABSTRACT ABSTRACT ABSTRACT

A website is an invaluable business tool for both companies and their customers.
Websites enables organizations to make as much information available to customers as
we think is needed. Having a good website is not only a decisive step into the future, but
a necessary move to stay competitive in this fast paced world. The purpose of this thesis
is to provide deeper understanding of how to create a positive web experience for
customers. In order to reach this purpose, research questions focusing on the website
functionality as well as website effectiveness were focused on. Using the research
questions as a guide, a literature review was conducted, landing in a conceptual
framework that could be empirically tested. To collect this data, a qualitative case study
approach was utilized with two case studies focusing on the customers web experiences
on two commercial websites in Bangladesh. Interview and direct observation were used
to collect the data. The findings of the study indicate that the attributes of websites and
how positively they are perceived, as well as certain factors of website effectiveness, can
create a positive web experience for customer.

















Table of Contents

Table of Contents

1.

Introduction...

1






2.
1.1 Background..
1.2 Problem discussion...
1.3 Purpose & Research Question..
1.5 Overview of the entire thesis........

Literature Review.

1
3
5
5

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3.





4.












5.


2.1 Website description
2.1.1 Website Interface .
2.1.2 Content .
2.1.3 Accessibility, Speed & Security ..
2.1.4 Customer Relationship
2.1.5 Customer Service .................
2.2 Effectiveness of Website .....
2.2.1 Attracting .
2.2.2 Informing..
2.2.3 Positioning....
2.2.4 Delivering .......................................................

Conceptual Framework..

3.1 Attribute of Website
3.2 Effectiveness of Website.
3.3 Emerged Frame of Reference

Methodology......

4.1 Research purpose......
4.2 Research approach........
4.3 Research strategy..
4.4 Data Collection.
4.5 Sample Selection.
4.6 Data analysis.
4.7 Quality Standards: Validity and Reliability.
4.7.1 Issues of validity
4.7.2 Issues of reliability ...


Empirical Data Presentation...

5.1 Case one: Bdgift.com.......
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Table of Contents












6.








7.

5.1.1 Description of website ....................................................................................................
5.1.2 Effectiveness of website...
5.2 Case two: bdjobs.com......
5.2.1 Description of website .
5.2.2 Effectiveness of website ...

Analysis

6.1 Analysis of Research Question One ....
6.1.1 Within Case analysis.
6.1.2 Cross case Analysis......
6.2 Analysis of Research Question Two
6.2.1 Within case analysis..........
6.2.2 Cross case Analysis...

Conclusions & Implications.

7.1 How can the website be described
7.2 How can the effectiveness of website be described..
7.3 Implications...


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8. Reference...

Appendix
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Table of Contents
iii
List of Figures:

Figure 1 E-commerce website evaluation framework. ..
Figure 2 Website structure. Text link and graphic elements are the building blocks of a web Interface.
Page- and site- level futures use these elements to improve the users experience..
Figure 3 Attributes which affect the effectiveness of a commercial website..
Figure 4 Emerged frame of reference..
Figure 5 Research Methodology..



8

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List of Tables:

Table 1 AIPD analysis: Strategic Dimensions
Table 2 Case study tactics for four designs test ......
Table 3 Website description
Table 4: Effectiveness of website


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_____________________________________________________________Introduction
1
1. Introduction

In this first chapter, a background to the research area will be presented. There after
follows the statement of the research purpose as well as the research questions of this
study. Finally, a disposition of thesis will be presented.

1.1 Background

The Internet has emerged as a major, perhaps eventually the major, worldwide
distribution channel for goods, services, managerial and professional jobs. This is
profoundly changing economics, markets and industry structure, products and services
and their flow, consumer segmentation, consumer values, consumer behavior, jobs, and
labor markets. The impact may be even greater on societies and politics, and on the way
we see the world and ourselves in it (Turban et al., 2004).

The Internet has become an important strategic weapon in todays competitive business
environment (Simeon, 2001). It has developed into a dynamic virtual medium for selling
and buying information, services and products. The phenomenal growth and rising
popularity of the Internet and the World Wide Web (WWW) have attracted consumers
and businesses to leverage the benefits and advantages brought on by the new technology
(Teo & Yu, 2005). Many researchers have documented the rapid diffusion of the Internet
as a commercial medium (Forsythe & Bo shi, 2003).

When the Internet commercialized and users began flocking to participate in the WWW
in the early 1990s, the term Electronic Commerce (EC) was coined. EC applications
rapidly expanded. A large number of so-called dot-coms, or Internet start-ups also
appeared. (Turban et al., 2004)

The WWW is a client-server application that provides a graphical user interface for
information presentation and interactive communication this means is that we can
communicate in almost any way imaginable over a network of computers. The Web is an
existing opportunity for us as marketers to add value to products and services and fulfill
wants, needs, and desires through the use of interactive information presentations and
transactions systems. Over time we can build successful marketing relationships through
this process (Emerick et at, 2004).

The WWW creates a platform where people can access vast amounts of information at
their fingertips. The Web does not generate new information, but it simply facilitates
information exchange. The more information the consumer has, the better decision
he/she will make. However, this does not imply that consumers will endlessly search for
information or dig up every piece of information in the information set before making a
decision. (Kulviwat et al., 2004)

The WWW is one of the most revolutionary technologies that has changed the business
environment and has a dramatic impact on the future of the EC. The future of EC will
accelerate the shift of the power toward the consumer, which will lead to fundamental
_____________________________________________________________Introduction
2
changes in the way companies relate to their customers and compete with one another
(Slywotzky, 2000).

E-commerce has revolutionized traditional commerce and boosted sales and exchanges of
merchandise and information, with the introduction of the www (Lee, Kou & Hu, 2004).
In the 1990s wireless networks burst onto the scene with promises of big payoffs that
rarely materialized (Kalakota, 2001). E-commerce had begun to change the ways of
thinking as well having provided new venues for doing business. The new opportunities
of Internet trading were constantly exploited and vast fortunes were made seemingly
overnight. As a consequence, it looked as though there was not a day that passed without
reports of a new venture creation and claims of new e-commerce models (Timmers,
2000).

E-commerce is cited as any form of business transaction in which the parties interact
electronically rather than by physical exchanges or direct physical contact (Aldin,
Brehmer & Johansson, 2004), whereas McIvor, Paul & Huang (2000) stated that the e-
commerce is considered as a process of doing business electronically which involves
automation of various business-to-business and business-to-consumer transaction. E-
commerce is not just considered as a single entity of technology but a combination of
technologies where applications, processes, business strategies are necessary to do
business electronically. (ibid)

E-commerce technologies have been most prevalent in business arena and the greatest
potential of e-commerce application lies through the suitable business transaction
(McIvor, Paul & Huang, 2000). Adopting e-commerce in the business environment is
considered advantageous which subsequently lead to the development of an e-commerce
model (Kao & Decou, 2003). E-commerce has attracted significant attention to the
infrastructure of burgeoning demands of real-time business. This high profile attention
has resulted in significant progress towards strategies, requirements, and development of
e-commerce applications (ibid).

Yoo and Donthu (2001) Websites in todays business environment serve as an important
point of contact to stakeholders. An online customers overall experience comprises
several activities that include information search, navigation, product evaluation, decision
making, ordering, making the transaction, delivery, returns and customer service and
satisfaction with the products and services (pre-purchase, during the purchase and post-
purchase activities). With the rising number of online consumers, and their increasing
expectations from businesses, there is an increasing pressure for the businesses to better
understand the issue of web quality (ibid).

Consideration of the websites design and operations are dependent upon the nature of
business activities, intended use of website, and the importance of the website in the
companys overall e-business strategic context. The website design and the consumer
perception of website quality are influenced by the different motives of consumers as
well as the objectives of the companies (Muylle et al., 2004).
_____________________________________________________________Introduction
3
The design and implementation of effective Websites involves the creative use of both
familiar and relatively new marketing approaches. Segmenting, targeting, and positioning
is perhaps most critical in the design phase. Most designers understand that the build it
and they will come approach is not valid in the increasingly competitive arena of Web
marketing. To be effective, the Website must be designed with the target audience as the
foremost consideration. Website designers must balance design considerations and
capabilities with client objectives and with impatient consumers who possess various
levels of technological sophistication (Geissler, 2001).

1.2 Problem Discussion

The companys websites seem to have a significant influence on sales and corporate
image, and are expected to contribute to overall customer satisfaction in the entire value
chain. Whether the objective is to convert visitors into customers, or retain existing
online customers and/or ensure their return, the quality of the web experience reflected by
its content, usability, security, appearance and service, and the effectiveness of
supporting operational policies are critical (Devaraj and RKohli, 2002). Effective website
design is considered a prerequisite for a successful e-commerce initiative and a research
priority (Muylle et al, 2004).

The web experience is a major parameter of customer influence is crucial for dot.com
types firms but also for multi-channel vendors. The primary means of delivering the Web
experience is the corporate Website. Sites delivering superb Web experience are designed
in a way not only addressing the clients product needs and expectations but also assisting
the customers through the steps of the buying process. In that respect the back-office e-
commerce infrastructure is also of crucial importance. Websites must be seen therefore as
vital instruments of customer service and persuasion rather than simply as online
brochures or catalogues of the companys products (Constantinides, 2004).

A company that neglects its website may be committing commercial suicide. A website is
increasingly becoming the gateway to a company's brand, products and services? Even if
the firm does not sell online. A useless website suggests a useless company, and a rival is
only a mouse-click away. But even the coolest website will be lost in cyberspace if
people cannot find it, so companies have to ensure that they appear high up in internet
search results (The Economist, 2004).

(Constantinides, 2002) The Web experience embraces element searching, browsing,
finding, selecting, comparing and evaluating information as well as interacting and
transacting with the online firm. The virtual customers total impression and actions are
influenced by design, events, emotions, atmosphere and other elements experienced
during interaction with a given Web site, elements meant to induce customer goodwill
and affect the final outcome of the online interaction. Considering that an online
customer is not simply a shopper but also an information technology user (Cho and Park,
2001) one can argue that the online experience is a more complicated issue than the
physical shopping experience: the Web experience can be defined as the consumers total
impression about the online company (Watchfire Whitepaper Series, 2000). For many e-
_____________________________________________________________Introduction
4
businesses, too much attention is paid to the aesthetic design of the Website which ends
up looking amazing but actually causes frustration because customers have difficulty in
finding what they are looking from particular website (Heskett et al. 1994).
When looking at what makes a good quality Website, it is important to take into account
the main objective of the design. A Website should reflect the value proposition and
address whether it is trying to satisfy the customer needs to ensure repeat visits from the
customer in the hope of gaining customer loyalty. The result should be: Common ground
between the sites goals and the customers goals; this reveals the ideal customer
experience (Creative Good, 2000).
According to Donlan (1999) website plays a main role to fulfilling customer needs,
perceptions and expectations also need to be managed. Once the basis of the Website
function is clear, the type of customer it is hoped will be attracted can then be assessed
and judgments made on what graphics, effects and other matter can be added to increase
the value proposed.

Today, websites play a pivotal role in the dissemination and accumulation of company
information, facilitating communications with stakeholders, projecting high quality
corporate and brand image, selling products and services, providing information related
services to customers and in generating additional business (Subramaniam et al, 2000).
Websites create an immediate global presence. Perhaps of even greater value, however, is
the ability of the Internet to provide information and customer service to existing
customers. Increasing customer retention rates by 5 percent has been shown to increase
profits by 25 percent to as much as 95 percent (Reichheld and Schefter, 2000). As such,
e-commerce has the potential to improve business and marketing performance
significantly for many firms. As a result, e-commerce competition has become intense,
particularly since Internet competitive advantage is difficult to sustain and competitors
are just a Website and one-click away (ibid).
Websites experience implies to consumers needs, wants and preference, even in markets
with millions of prospects and customers. A successful website can be instrumental in its
impact on the marketing effectiveness of a firm and significantly add to the bottom line.
Yet, in order to determine what constitutes of effectiveness for successful website, one
must be able to understand how users perceive and utilize their web experience on the
website (Yang et al, 2003).

The Website is not only central to new approaches to business communications; it
represents the main battleground for a significant presence in EC. The surge in Website
advertising is a clear example of the need for firms to stake a claim to strategic areas of
the Internet. Yet, despite the aggressive use of and clear commitment to the Web,
organizations are still struggling to find effective Web strategies. One reason is the
inherent difficulty of evaluating the effectiveness of these strategies. This is especially
difficult when we deal with international business, where cultural and institutional
_____________________________________________________________Introduction
5
differences impact the business models used to deliver information and services (Sarna
and Febish, 1995; Hoffman, 1996).


1.3 Purpose and Research Questions

Based on the problem discussion above, the purpose of this thesis is to:






To be able to achieve the above stated purpose, following research questions will be
further investigated for our research:

R RQ Q1 1. . H Ho ow w c ca an n t th he e w we eb bs si it te e b be e d de es sc cr ri ib be ed d? ?

R RQ Q2 2. . H Ho ow w c ca an n t th he e e ef ff fe ec ct ti iv ve en ne es ss s o of f w we eb bs si it te e b be e d de es sc cr ri ib be ed d? ?


1.4 Disposition of the thesis

This section reflects how I have organized my thesis. This will provide the reader with a
guide to the different chapters. My thesis has been divided in to seven chapters as follows:

Chapter One:
In the first chapter, the reader has received an introduction to the field of study, followed
by a problem discussion, a presentation of the overall purpose of the study, the research
question to be investigated and the demarcations of the study.


Chapter two: Literature review
literature review, the reader is provided with a literature review of previous research
related to our area of study, relevant literature from books and other source such as
internet, magazine.

Chapter three: Conceptual framework Which serves as theory of our study and in
third chapter a frame of reference, which outlined the specific model which we use for
developing questionnaire and interview guideline.

Chapter four: Methodology
The methodology describes how we have conducted my investigation. We follow case
study method for carried out our study.

P Pr ro ov vi id de e a a d de ee ep pe er r u un nd de er rs st ta an nd di in ng g o on n h ho ow w t to o c cr re ea at te e a a p po os si it ti iv ve e w we eb b e ex xp pe er ri ie en nc ce e f fo or r t th he e
c cu us st to om me er r. .

_____________________________________________________________Introduction
6


Chapter five: Empirical data presentation:
Empirical data presentation, we presented data which we have collected by using our pre
defined data collection methodology.

Chapter six: Data analysis:
We examined and analyzed this data in the chapter sixth where reader will get the
analyzed form our data.

Chapter seven: Findings & Conclusions: In the seventh chapter, findings and
conclusions drawn based on the findings of the research conducted and this chapter ends
with recommendation for managerial implication of our research findings and further
research indicators also presented.














Literature Review
7
2. Literature Review

The purpose of this chapter is to provide an overview base on the previous chapters
background, the problem discussion as well as overall purpose and research questions.
An endeavor in this chapter is to provide relevant literature relating to each of the two
stated research questions. Finally a conceptual framework of the theories will be
presented and that will function as a frame of reference in this study.

2.1 Website Description

Past research in the area can be classified into either website quality or website adoption
research. Studies focusing on website quality are usually interested in issues relevant to
the salient design or usability attributes of websites. For example, Aladwani and Palvia
(2002) suggested an integrated website quality model consisting of four dimensions:
technical quality, general content quality, specific content quality, and appearance
quality. Liu and Arnett (2000) identified information and service quality, system use,
playfulness, and system design quality as key dimensions of website quality. Huizingh
(2000) named two types of web quality: content and design. Wan (2000) recognized four
categories of website quality attributes: information, friendliness, responsiveness, and
reliability. Rose et al. (1999) highlighted the importance of such website quality features
as download speed, web interface, search functionality, measurement of web success,
security, and internet standards. Misic and Johnson (1999) suggested such web-related
quality criteria as finding contact information (e.g. e-mail, people, phones, and mail
address), finding main page, speed, uniqueness of functionality, ease of navigation,
counter, currency, wording, and color and style. Olsina et al. (1999) specified quality
attributes for academic websites. These authors took an engineering point of view and
identified factors such as cohesiveness by grouping main control objects, direct controls
permanence, contextual controls stability, etc. Bell and Tang (1998) identified factors
such as access to the web, content, graphics, structure, user friendliness, navigation,
usefulness, and unique features. Schacklett (2000) proposed nine tips for improving web
site quality, including effective use of graphics and colors, 24/7 website accessibility, and
ease of website use and navigation. Levine (1999) offered tips to help a company with
website design including fast web page download, web page interactivity, and current
content, among other factors. Wilson (1998) recommended avoiding seven mistakes
relevant to website design. Moreover, based on their own personal experience, Barron et
al. (1998) recommended 39 guidelines relevant to website graphics, text, links, page size
and length, and multimedia.

A website should reflect the value proposition and address whether it is trying to satisfy
the customer needs to ensure repeat visits from the customer in the hope of gaining
customer loyalty common ground between the site's goals and the customers goal;
this revels & the ideal customer experience (Creative Good , 2000).

Literature Review
8


Figure 1: E-commerce website evaluation framework.
Source: Kim et al., (2003, p. 333)


2.1.1 Website Interface

The role of Web designer is occupied by professionals and amateurs alike. Books on the
subject mean that anyone, whether creating a Website as a hobby at home or starting up a
new business, can do it but usability is the key to a successful Website. PR Newswire
(2000), report an IDC study which concluded that "Web performance and design are
currently the largest obstacles to online purchases".

The key issues in design are now examined.

Links. The navigation of a Website cannot be carried out without valid links (see
Constantine and Lockwood, 1999; Spool et al., 1999). Links should change colour once
used so that the user knows they have used the link before and should correctly describe
the information to which they lead (see Creative Good, 2000; Vassilopoulou and Keeling,
2000). This is also relevant for graphics which can be used as links. Well-thought-out
Websites feature graphics which change to text when the mouse cursor passes over them,
revealing the category of products relating to the graphic.



Literature Review
9
Constantine and Lockwood (1999) also discuss the problem of page bouncing and deep
drilling. Page bouncing occurs when the user follows links that serve a series of pages
and then has to return to the original page before finding a link to more pages. This
results when the information is finely subdivided. The answer is to use probability to
decide whether a user interested in one topic will be interested in another and to create a
direct link between the two. The other problem of deep drilling is similar to page
bouncing but refers to Websites where the user has to follow multiple links which are
sometimes confusing and force the user to go back and forth between pages to find
information which should logically follow on from information found on the earlier
pages.


Figure 2. Website structure. Text link and graphic elements are the building blocks of a web interface.
Page- and site- level futures use these elements to improve the users experience.
Source: Ivory & Hearst (2002, p. 57)

Links are the main way for the users to navigate their way around a site and should be
clear and to the point. Spool et al. (1999) argue that links should not be embedded in
pages of text which requires the user to scroll down to find them and also that the link
should not be so long as to fall on to two lines. This as well as misleading the user into
thinking that there are two links instead of one is also a waste of space.

Consistency, menus and site maps. Although an increasing number of people around the
world are starting to use the Internet, one should never assume that once a user has
navigated one Website, they can easily navigate them all (see Constantine and
Lockwood, 1999). Each Website represents a different business or value proposition and
therefore the layout will differ according to what the Website is offering. Furthermore,
the pages within the Website need to be consistent in appearance and design (see Spool
etal., 1999). Vassilopoulou and Keeling (2000) argue that it is also important that the
Site Architecture
Page Performance
Page formatting
Text Formatting Link Formatting Graphic Formatting
Text elements Link elements graphic elements
Literature Review
10
same procedures occur for similar or related things wherever the user may be within the
site.

In order to achieve this level of consistency many Websites feature a menu which appears
in the same place, with all the main links on every page. Spool et al. (1999) discovered
that menus or navigation bars at the top and bottom of a page allowed more users to
navigate the site successfully than menus at the side. Creative Good (2000) point out that
there should be a "home" button on every page to help the user get back to the home page
if necessary without having to click on the back button in the browser menu, which could
be a lengthy and frustrating process depending on where the user is in the site. Spool et
al. (1999) also found that users navigating sites with a site map were twice as successful
in finding what they wanted, compared to those sites without, and that informing the
customer of where they were was important. Creative Good (2000), on the other hand,
argue that a Website with a clear menu and relevant information should be satisfactory
and that users are not actually interested in where they are within a site as long as the
links are clear.

Pages, text and clicks. The pages on a Website should ideally be short; however, in some
cases scrolling pages are sufficient if the information is suitably laid out and not
excessively long. Holt (2000) argues that the use of headings and paragraphs is as
important as in a book, magazine or newspaper and there should be a button at the bottom
of the page or each section asking if the user wants to return to the top of the page. For
transaction purposes, it is crucial that customers are able to make purchases quickly with
minimum pages in the check out process (see Foremski, 2000; PR Newswire, 2000).
Amazon.com has been praised for their "one click" order process and one or two pages
should be the limit in all Websites enabling ordering on-line. It also goes without saying
that the process of opening an account should also require just one page for ease of use
by the customer.

Foremski (2000) discusses further issues for shopping on-line and points out that some
Websites make simple mistakes which cause frustration for the customer. One such
mistake is not to provide a check out button so that the customer can proceed straight to
the order process from any page. There should also be a shopping basket button for the
user to press at any time to see what they have placed in their virtual shopping basket,
allowing them to remove items if so wished (ibid).

Communication and feedback. Constantine and Lockwood (1999) examine the feedback
principle which is the basis for any software design and is especially important for
interaction with customers on the Internet. The principle basically implies telling the user
what is happening inside the system. This could refer to advising the user of an error in
their address input and that the Web page is being updated, allowing the customer to see
what is currently in their shopping basket or confirming order details. Many Websites
will inform the user of a mistake by writing the information in red next to the relevant
box or area. This communicates clearly to the user that they have made a mistake and
need to redo something in order to proceed. The communication of a Website is carried
out via text, graphics and moving animation, with text being minimal and to the point and
Literature Review
11
clearly set out. Spool et al. (1999) found that Web pages with a lot of white spaces were
less successful than those with few or no white spaces.

Due to the creative input of designing a Website, there can be an overwhelming urge to
use multiple graphics and inappropriate animation. Customers use the Internet because it
is fast and putting large graphics onto Web pages slows down access to the page and will
probably frustrate the customer into abandoning the site. Graphics should therefore be
small and relevant as well as being sharp to the eye (see Holt, 2000; Foremski, 2000;
Vassilopoulou and Keeling, 2000). Holt (2000) suggests that colour is very important and
is something that designers ignore at their peril. A dull Website will most likely deter
customers because it projects a negative image.

Constantine and Lockwood (1999) state that animation should not distract users from the
content of the page and the information they are looking for. Foremski (2000) points out
that designers tend to forget that most visitors to their sites still use low modem
connections and may not be able to support animations. Clever e-businesses offer an
option to the user as to whether they want to browse their Website with or without
downloading software to make the site more interactive and animated, which avoids
irritating people who simply want to retrieve relevant information and quickly.

Search. The use of a search mechanism to navigate a Website is one of the first strategies
used by customers to a Website. Spool et al. (1999) found that a third of the users tried
this facility first before resorting to links and the menu. One of the outcomes was that
users assumed that the search would cover the entire site and got confused when the
search only covered a particular area; this needs to be made clear next to the search
button. The use of drop down lists can clear up this confusion because it informs the user
of what information is available without the user having to guess what to type into the
search box (see Creative Good, 2000; Foremski, 2000).

Once the search facility has been used, the results should be listed in order, starting with
the most relevant. Creative Good (2000) suggest that the results should ideally be on one
page only and limited in number; however, if the site is a search engine, one would
expect a few pages of results depending on the amount of sites it scans. According to
Spool et al. (1999) one of the important aspects is that the results are relevant and
information such as advertisements will deter users from using that particular search
facility again. Creative Good (2000) also mention the use of language in the search
criteria, they found that many search facilities did not recognize singular and plurals for
searching the same word.

According to Cox & Dale (2002) search can be effective by:

(a) A site map can assist the user in determining the hierarchy of the site and which area
to navigate in order to find their destination. Ideally, it should be accessible on every
page of the Website either in the navigation bar or at the bottom of the page. In most
cases, it is situated in the "help" link.
Literature Review
12
(b) A search option whereby the user types in a word or words is useful for targeting a
product or certain information. It should be clear to the user whether the search facility
refers to the whole site or one particular section.
(c) Search facilities should be programmed to recognize a search criterion whether it be
singular or plural.
(d) The use of drop down lists simplifies the search process by giving clear guidance to
the user on what areas or products are available.

Fill-in forms. Whether filling in a form to register with a Website or proceeding to order
and purchase, the layout of such forms for personal detail entry should be self-
explanatory or provide examples of the format to be used. Some Websites inundate the
user with a mass of unnecessary instructions. Constantine and Lockwood (1999)
comment on the design of the input fields and how address fields which are equal in
length have no link with the information to be entered. A postcode field should be short
enough to hold six or seven letters and not be given the same length as a field for a city.
At the same time, the address layout, for example, should be relevant to the nationality of
the customers using the Website.

2.1.2 Content

Content refers to what a Website actually offers in terms of information and is as
important as the design aspect. If the information is insufficient, misleading or irrelevant,
the customer will most likely to use a competitor site. The content refers not only to what
type of products or services the Website is offering but also what policies the e-business
has, for example, on the use of customer information or on returning goods. This latter
information is not always easily accessible but it is important to customers, especially
when buying products or services on-line or if they have to register to access the site Cox
& Dale (2002).

Selection. The breadth of selection of products and services should be relative to the e-
business and what it is offering; however, the access to the selection is important.
Creative Good (2000) commented on sites where the customer has to fill in a survey
before they can see the selection of products and services on offer, which causes
frustration and abandonment of the site. In the same vein, Forrester Research carried out
a survey that found that if a product or service was offered on the second or third page,
customers were 50 per cent less likely to find them. It is important that the selection of
items be immediately accessible from the home page through obvious links; the need for
speed and convenience is emphasized (Foremski, 2000).

Product/service information and availability. Vassilopoulou and Keeling (2000) argue
that for any product advertised on the Internet, a clear picture with all the necessary
information on brand, size, colour, capabilities and price should be provided so that the
customer is not misled. Creative Good (2000) reported on a Website in which the
information relating to the picture of the products was at the side so customers had to
spend time matching the information to each product. It is often such simple mistakes as
Literature Review
13
this that can cause intense frustration. As well as stating a product description, the
conditions of purchasing a product should also be made available to the customer.

Clicksure (1999) states that information on warranties and guarantees should be made
available to the customer either during the selection process or when purchasing an item.
One of the most irritating factors for customers shopping on-line is to find that the item
they have requested is not available. If they are informed of this whilst choosing the
product (i.e. the information on stock availability is real-time) they may well continue to
browse the Website and find something else of interest. The worst case scenario is for the
customer to place the order and to be sent an e-mail a few days later informing them that
the product is out of stock (Andersen Consulting, 1999).

Creative Good (2000) gave an example of a Website, where the customers could place
items in their shopping basket but then only found out during the purchasing process
whether the goods were in stock. It also showed a shipping price even though the goods
could not be shipped. In the Andersen Consulting study (1999), it was found that many
companies carried on taking orders to be delivered for Christmas even though the
products were either not in stock or would not make a pre-Christmas delivery. This
indicates the importance of providing real-time information for customer convenience.

Delivery information. Ideally, any delivery information (i.e. shipping cost and expected
delivery times) should be made accessible from the home page or with the product
information so that customers are aware of the prices before they begin to make any
purchases (Vassilopoulou and Keeling, 2000). If customers go through the purchasing
process only to find that the shipping costs are more than they want to pay, they will
leave with negative feelings. If they know this cost from the outset, they may still
proceed with a purchase or be able to contact the company to discuss it further and thus
the company may be able to turn a negative factor into a positive experience. Concerning
delivery times, some Websites have managed to streamline their back-end processes to
get orders out to the customer the next day. For products such as CDs, books and clothes,
this delivery expectation can be reached but for other products, expectations are not so
high. As long as the Website advises the customer of the time limit for delivering a
product, the customer will be content if it arrives within that time. As Creative Good
(2000) points out, service quality is heightened if e-businesses take into account the
holiday seasons and issue a warning to customers that they need to order earlier due to
later delivery times.

Policies, charges, terms and conditions. It is important for the customer when making a
transaction through a Website to be aware of all the company terms and conditions of that
purchase. Clicksure (1999) states a company that offers a quality certification for e-
businesses that they can put on their Website. In return the e-businesses must ensure that
company policies on canceling orders, returning goods and refunds as well as the terms
and conditions of the sales are accessible to the customer throughout the Website. The
Website should also give the choice of law for settlement of disputes and whether the
company is a member of a regulatory board or ombudsman.
Literature Review
14
Due to the global nature of the Web and the ability to make purchases across borders, a
Website should also list any extra charges or tax that a customer will have to pay if they
are not from the same country as the origin of the e-Business.

Security and reliability. Lack of security whilst making transactions online is reported to
be the main barrier to customers shopping on-line. It is crucial that any Website has a
security policy accessible on every page or offers a secure payment method on-line (see
Verdict, 2000; Vassilopoulou and Keeling, 2000; Vernon, 2000; Clicksure, 1999). The
risk of fraud on-line is proposed to be the same as paying by credit card in a restaurant;
however, customers are far more reluctant to give out card details on-line and new ways
of paying for goods over the Internet are being rapidly developed. Some e-businesses
have their security managed by a third party, as described by Vernon (2000).

Another key barrier to shopping on-line is privacy (see Wiegran and Koth, 2000;
Vassilopoulou and Keeling, 2000; Clicksure, 1999; Vernon, 2000; Holt, 2000; Ody,
2000). Unless they give permission, customers do not want their personal information
being accessed by third parties or being used by companies to increase their customer
base. In some countries this kind of information is legally protected, in others it is not the
case and with the Internet crossing many borders, worried customers should learn to look
at the privacy policies before committing any personal details to that e-business.

Clicksure (1999) point out that it is a legal requirement that Websites contain a physical
address for the company with title and registration details so that customers can contact
the company or check that it exists. The Internet has become a new arena for fraud and
deceit and customers should be able to check to see whether the companies behind the
Websites are bona fide.

2.1.3 Accessibility, Speed & Security

Accessibility Perhaps the most critical factor for any Website is accessibility. This refers
to the ability for customers to access the Website of a particular e-business and navigate
its site. Vassilopoulou and Keeling (2000) rate accessibility as the speed with which the
home page and following pages download. Holt (2000) also stresses the importance of a
fast downloading home page. Zona Research (Gann, 2000) have calculated the
probability of customers using a site if the page response was too slow, reporting that, if
the page downloaded under seven seconds, fewer than 10 per cent of customers would
leave the site and that if the page takes eight seconds, 30 per cent of customers will leave,
and if it exceeds 12 seconds, 70 per cent will leave. Bearing in mind that customers use
the Internet for convenience and speed, they will not tolerate slow access. The zone of
tolerance for customer expectations leaves no margin for error and e-businesses must
address speed and anticipated capacity needs as a matter of prime importance.
Gann (2000) also emphasizes the fact that Websites must be accessible 24 hours a day,
seven days a week, 365 days of the year. The research group IDC believe that "by 2003,
between a third and half of all ecommerce will be conducted outside normal business
hours" (ibid).
Literature Review
15
Speed of downloads. The preceding discussion leads to the next important factor, speed
of downloads, or time needed to access pages from a dot.coms site. Not surprisingly,
research has found speed of downloads to be positively related to number of pages
accessed, time spent at a Website, and image of an online company (Dellaert and Kahn,
1999; Dreze and Zufryden, 1997). As one analyst notes, A slow download can lose a
customer just as easily as a rude salesperson (Bacheldor, 2000). According to a study
conducted by Forrester Research, the maximum time consumers are willing to wait for a
Web page to download, before becoming frustrated (Nelson, 2000). Dellaert and Kahn
(1999), however, found that such negative effect can be mitigated, if a site provider
furnishes a count-down mechanism showing duration time to download information.
Countdown information reduces consumers uncertainty of knowing how long they will
have to wait, thereby lessening their frustration with a Website Bacheldor, B. (2000).
Privacy protection. Another important factor is privacy protection. As argued by Culnan
and Milberg (1999), privacy is concerned with making consumers feel comfortable with
disclosing personal information. This involves simultaneously communicating to the
consumer the benefits of disclosure, while also providing assurances those disclosures
will be protected (e.g. consumers personal information will not be shared with third
parties without consumer consent). Privacy protection has been found to be a primary
factor influencing consumers online purchase decisions (Caudill and Murphy, 2000), as
well as their satisfaction with an online company (Branscum and Tanaka, 2000), and their
loyalty to a vendor (e.g. Milne and Boza, 1999). However, it is worthy of note that,
despite the importance consumers place on privacy protection, research has found that 92
percent of online consumers do not believe that Web merchants will in fact protect their
privacy (Abreu, 2000; see also Jacobs, 1997). This may be unsurprising, given the results
of a recent Federal Trade Commission (FTC) study involving 361 consumer-oriented
Websites, which found that, while 91 percent of the sites collect personal information,
only 14 percent provide full notice of their privacy policies (Culnan, 2000). It is
reasonable to expect that dot.coms that rigorously protects consumers privacy will be
positively valued.
Security Assurance. While privacy protection centers on the fair treatment of consumer
information, security assurance relates to a vendors guarantee that such information is
safe during transmission and subsequent storage (Culnan, 2000). Key security concerns
involve third-party illegal access to consumers personal and financial information
(Miyazaki and Fernandez, 2000). The alleviation of security concerns would seem to be
important to online vendors, in terms of both enhancing sales and generating a positive
image of the online company. A common method for safeguarding consumer transaction
information (personal or financial) is the use of encryption technology (Gann, 2000).
However, as Miyazaki and Fernandez (2000) note, it is not enough to provide such
security measures; dot.coms also need to inform their customers how (specifically) their
transactions are being protected (e.g. through links to the companys security policies and
procedures) (see also Dayal et al., 1999). Also, with regard to credit card security,
offering consumers guarantees against credit card fraud (e.g. Amazon.coms safe
shopping guarantee), which may occur as a result of online divulgence of credit card
information, may also lessen consumer concerns. Finally, providing consumers with
Literature Review
16
offline alternatives for placing orders and/or making payments (e.g. via telephone or fax),
may mitigate their concerns (Miyazaki and Fernandez, 2000).
2.1.4 Customer relationships
For many Websites, the key to success is the number of customers that use the site and
keep returning to make purchases. To achieve this, Websites must form relationships with
their customers and this can be done in a number of ways.
Recognition. By asking customers to fill in a user ID and password, e-businesses can
tailor the Websites to a particular customer. In the case of transactions, this means that all
the customer information such as the billing and shipping addresses do not have to be
filled in again, or it could be the retention of size details for buying clothes Creative
Good (2000). He also suggest that it is much simpler for customers if they are asked to
use their e-mail address as an ID rather than creating a new one, although many
companies will ask for both. They also suggest that having a "my account" option
showing previous transactions also helps to build a sense of community for the customer
returning to the site. Taking this one step further, Websites can suggest new products on
the basis of historical transactions when the customer logs back onto the site. Some sites
have a mechanism by which they will suggest books and music based on the customer's
historical preference. In some cases, the customer can customize the Website by choosing
options so that on their next visit, they enter directly into the pages most relevant to them
(ibid).
Customer feedback platforms. Just as customers should be able to interact with the e-
business, customers should also be able to interact with each other. This type of
interaction creates a community for customers using the Website and is more likely to
lead to enhanced customer loyalty to that particular Website (see Verdict, 2000). One
example of this is the capability to leave book reviews on the Amazon.com Website. It
enables potential book buyers to learn more about the book and the people who they will
return to see their opinions in writing on the Website and to see what reactions they get.
Frequent buyer incentives. A commonly used strategy for keeping customers using a
service or repeatedly buying products is to provide some kind of incentive to attract them
back. Wiegran and Koth (1999) argue this is even more true for the Internet where the
competition is only one click away and e-Businesses are fighting to gain market share.
Such incentives can be discounts, free delivery or benefits of promotions; these types of
incentives are a powerful marketing tool and lock customers into using a particular Web
site.
Extra services. The concept of extra services works along the same lines as the frequent
buyer incentives but are not so explicit. They are additional features that serve to enhance
the customer experience. Vassilopoulou and Keeling (2000) suggest that a currency
conversion rate mechanism should be provided on those Websites which enable
transactions to be made; this is a valid point considering the global reach of Websites.
Literature Review
17
Creative Good (2000) mention several types of extra features which are used to add value
to the service or products on offer. This could include extra or related information on the
products being sold or even links to other partner sites, and those that aid the customer in
buying or finding the right product. Extra features are being created daily by e-businesses
in order to distinguish their Websites from those of others, but the aim is to provide the
customer with a reason to return to that site. For a new Website, such features should be
lower in priority than other factors such as the ease of navigation through the Website
and a smooth (and short) transaction process. Companies should concentrate on getting
the basics right first time every time and then consider how to add value by providing
extra features (ibid).
2.1.5 Customer Service
As in any business, customer service plays an important part in delivering service quality
to the customer. With the Internet, the face-to-face interaction is non-existent so
companies offer a telephone number for customers to call. Some sites offer a call-u-back
service where the customer gives them their telephone no. and they will call back within
a certain time limit to help with the query. Unfortunately, this is only offered during
office hours. Other sites offer an e-mail address to send the query and will e-mail back
either a standard response or a personal one. Such contact details should be on every page
of the Website and not just on the home page and during the transaction process (see
Holt, 2000). Ideally those should be placed at the top of the page in clear view, although
some Websites tend to hide their contact details at the bottom of scrolling pages.
Vassilopoulou and Keeling (2000) and Creative Good (2000) also place importance on
encouraging the customer to give feedback to the company by providing a special option
or form to complete regarding the services provided, similar to a survey.
Frequently asked questions (FAQ). In order to avoid customers using the contact options
detailed above, it is sensible to create a list of FAQ which can be diagnosed from the
amount and type of queries being asked by customers. Constantine and Lockwood (1999)
state that a well-designed FAQ page should be arranged in three sections:
(1) Table of contents or topic list;
(2) List of questions organized by topic; and
(3) Index.

The most frequently asked questions should be immediately available to the customer and
then if they need to, they can choose the appropriate topic from the list. Furthermore,
there should be direct links within the answers to take the customer back to the relevant
page(s) (ibid).





Literature Review
18
2.2 Effectiveness of Website

The Website is not only central to new approaches to business communications; it
represents the main battleground for a significant presence in EC. The surge in Website
advertising is a clear example of the need for firms to stake a claim to strategic areas of
the Internet. Yet, despite the aggressive use of and clear commitment to the Web,
organizations are still struggling to find effective Web strategies. One reason is the
inherent difficulty of evaluating the effectiveness of these strategies. This is especially
difficult when we deal with international business, where cultural and institutional
differences impact the business models used to deliver information and services (Sarna
and Febish, 1995; Hoffman, 1996).

Factors influencing consumer perceptions of Website effectiveness
A number of researchers have considered user interface factors as predictors of the
effectiveness of a Website. For example, some work has reported on relevant operational
attributes associated with using a Website (e.g. Bauer and Scharl, 2000), while other
work assessed users evaluations of extensive lists of specific Website attributes (e.g.
Olsina et al., 1999). Potter (1994) recommended focusing on a more limited set of Web
site factors and attributes related to users broader perceptions of Website characteristics.


Figure 3. Attributes which affect the effectiveness of a commercial website.
Source: Simeon (2001, p. 300)

Literature Review
19
One of the more comprehensive formulations in assessing Website effectiveness was
developed by Simeon (1999). Simeon proposed the AIPD model, arguing that an
effective Website must accomplish four principal objectives:

2.2.1 Attracting
One of the main objectives of a company with an Internet presence is to attract a variety
of interested parties to its Website. The term attracting refers to online and other media
promotion and advertising strategies used to get individuals, groups, and organizations to
visit a Website. This is done in many different ways. Firms with well established names
need only inform the public of their location on the Internet (their URL). However, new
firms or less well-known organizations need more intensive methods to attract customers.
These can include banners, gifts, games, free products or services and/or extensive
television campaigns. The new battle of the dot.coms television advertising is an
example of firms focusing intensely on the need to attract more customers or investors
Simeon (2001). Clearly, the extent to which an organization is able to increase traffic
flow to its site, the chances that commercial interactions can take place is similarly
increased. Reach has always been a measure of marketing communications effectiveness,
a focus on access to and connection with a target audience. Unconstrained by physical
limitations, cyber-reach on the Internet can explode. Hence, the first task of e-marketing
is to attract a steady stream of interested users to visit the firms online presence (ibid).
There are a variety of methods to attract interested parties to a companys Website. For
well-known companies with an established brand, the URL or Web address, is itself a
competitive advantage, a tool to attract users to the firms online presence. When online
consumers do not directly navigate to the firms URL they can still be directed there
through the use of affiliates, non competing e-commerce firms who act as partners by
directing visitors to their site to a separate e-commerce site, typically for a fee or
commission should a purchase take place Yang et al., (2003).
Banner advertisements have also been used to build traffic by many online companies.
The use of banner advertisements can have a significant impact on the number of hits a
Web site receives and may even translate into actual purchases on the Web (Pardun and
Lamb, 1999). This seems to be contradictory to the findings of a case study on CDNow
by eLab where only a very small percentage of visitors to CDNow arriving through
banner advertisements were actually converted into paying customers. In fact, the
reported average price of banner advertisements has plummeted in recent years due to
their perceived ineffectiveness Yang et al., (2003).
Some researchers advocate the use of traditional media to promote the Website (Pardun
and Lamb, 1999), a technique particularly relevant for firms with integrated e-commerce
and bricks-and-mortar presence. And, recommendations from others may also be a
powerful source for attracting and acquiring new customers (Hoffman and Novak, 2000).
Thus, there are numerous approaches to attracting visitors to ones Website. Clearly,
however, the process must be managed to control average customer acquisition costs.
Literature Review
20
Recent research shows that some companies incur an average acquisition cost that may,
in some cases, be higher than the average lifetime value of the customers (Hoffman and
Novak, 2000). According to Yang et al., (2003) E-marketers must evaluate the cost
effectiveness of the various methods of attracting customers and budget their promotional
expenditures accordingly. Regardless of how customer acquisition is accomplished, it is
obvious that the first order of business in e-commerce is to bring current and potential
customers to the Web site.
2.2.2 Informing
Ease of access to site important. This term is linked to the fundamental capability of a
Website to present and gather information about products, services, events, and ideas.
The exchange of information with stakeholders (customers, investors, employees,
suppliers, and the community) is crucial to most Web-based business strategies. This
capability of the Web has even been applied to the human resource function of recruiting,
screening and selecting new employees. Especially for the initial Website strategies, this
function plays a predominant role Simeon (2001).
Websites must provide content, information Website visitors will value. Typically, for
commercial Websites this would include information about the company and its products
and services. A Websites content, how it is presented, and how easily it can be accessed
by visitors to the site will be important influences on consumer behavior. Website users
are likely to be very involved and active in obtaining information (Perry and Bodkin,
2000). An increasing number of companies such as Motley Fool, for example, organize
their Websites content and provide tools to ease decision making. The Motley Fool, a
Website on personal financial investment, has aggressively leveraged user-generated
content. It is arguably one of the most successful online communities. Many empirical
studies have shown user-friendliness as one of the most important criteria influencing
their use of a Website (Abels et al., 1998). It includes factors such as the interface and
aesthetic features, global site understandability, ease of use, range of search capabilities
and availability (Olsina et al., 1999). Hence, visitors must be able to easily move through
the site and obtain the content they seek easily and enjoyably. However, this may be
difficult to achieve, particularly when a Website matures, since new features and
functions are constantly added to the Website. Consumers may be confused with the
information content or the Website becomes complicated to use. This can result in
customer defection Yang et al., (2003).
Graphical interface preferred. Many consumers appear to prefer graphical interface,
simply pointing and clicking, which makes it easier for consumers to navigate a site and
find what they want. It was observed, for example, that the more interactive a Website is
compared to its competitors, the more likely that site would be included in Lycos top
five percent site hits (Ghose and Dou, 1998). Moreover, individuals will be more
motivated to revisit a Website they interact with (Kolsar and Galbraith, 2000).

Literature Review
21
2.2.3 Positioning
This concept refers to activities which show the service and differentiation strategies of a
Website. The service that a site provides helps to define the character or image of that
site. To the extent that a firm can establish its uniqueness, it can more easily enhance its
presence in the virtual marketplace. Factors which can be used to examine this strategy
include a comparison of types of online transactions, market targeting, community
relations and domestic and international links to affiliated companies Simeon (2001).
The positioning capability of a Website relates to the key factors determining the
companys e-commerce market positioning strategy (Simeon, 1999). Prior research has
concluded that discounted price (Reichheld and Schefter, 2000), convenience and unique
merchandise (Phau and Sui, 2000) are some of the market positioning strategies adopted
by most e-marketers. For example, Virtual Vineyards, a Web-based company that
markets wines, adopted a niche market positioning strategy. Many of the wines that are
sold on the Website come from small vineyards and are not easily obtainable. Thus, the
positioning capability of a Web site reflects its ability to deliver the benefits sought by
targeted customers brought to the site through attracting efforts.
2.2.4 Delivering
This term highlights the technical infrastructure for the presentation and delivery of
information and service. The sites strategic potential is directly linked to the
interactivity, reliability, security and speed of service and information management. The
ability to gather and present information continuously and services to stakeholders world-
wide has led to a more dynamic marketplace and drastically transformed the nature of
business transactions (Thinakal, 1996; Schaich, 1998). To investigate the delivery
capability of Websites, this framework looks at the use of mechanisms such as search
engines, databases, online reports, animation, audio and video and other Web tools.
The delivery function emphasizes on the way the Website provides reliability, speed,
security and interactivity (Simeon, 2001). To examine the delivery capacity, attributes
such as warranty and after-sales service, customer support (Hoffman and Novak, 2000),
mode of payment, downloading time (Abels et al., 1998) are user-based criteria that
likely influence consumers use of, and satisfaction with, a Website.
In addition, security and privacy are vital components of effective commercial Websites
(Wang et al., 2000; Reicheld and Schefter, 2000; Head and Yuan, 2000). Security and
privacy are directly related to trust, which is a vital competitive advantage in the online
environment (Wang et al., 2000). Recent negative publicity regarding lapses in privacy
and the integrity of e-commerce vendors has slowed the development of online markets.
Businesses must take proactive steps to build a climate of trust with end customers.
Vanguard, a mutual fund company, fully understands the importance of gaining
consumers trust. But, their effort to ensure the security and protection of privacy of their
clients has made it difficult for users to access their Website. Consumers have to apply
Literature Review
22
for a password, which is later personally mailed to them from the companys
headquarters to ensure confidentiality Yang et al., (2003).

Table 1: AIPD analysis: Strategic Dimensions.

Source: Simeon (1999, p. 300)






Conceptual Framework
23
3. Conceptual Framework

A conceptual framework focuses on the main dimensions to be studied, the factors of
variables, and the presumed relationship between them or, in other words, something
that explains, either graphically or in narrative form, the main things to be studied (Miles
& Huberman, 1994). In the previous chapter, literature was discussed for each of the two
stated research questions. In this chapter the emerged conceptual framework will be
explained base on the previous literature review. The structure for this chapter will focus
on the previous chapter, in that each research question will be addressed in turn.

3.1 Description of Website

The first research question will look into the description of websites of adopting
customers web experience. Regarding the description of website how to create positive
web experience to the customer by using a good website from customer perspective. A
conceptualization has been made on basis of the works of different researchers. Since we
have learned from different researchers studies in the literature review part, in this studies
that websites attributes is very important part of maintaining and attracting customer.
Therefore, some of the attributes of websites will be investigated include the list shown
below.

Website Interface
Links (Creative Good,2000 & Spool et al., 1999)
Consistency, menus and site maps (Spool et al., 1999)
Communications & feedback ( Constantine & Lockwood, 1999)
Search option ( Cox & Dale, 2002)

Content
Selection (Foremski, 2000)
Product/service information and availability (Vassilopoulou and Keeling, 2000)
Delivery information (Vassilopoulou and Keeling, 2000)
Policies, charges, terms and conditions ( Clicksure 1999)
Security and reliability ( Vernon, 2000)

Accessibility, Speed & Security
Accessibility (Gann, 2000)
Speed of download (Nelson, 2000)
Privacy & security protection (Culnan & Milberg, 1999)

Customer Relationship
Recognition (Creative Good, 2000)
Customer feedback platforms (Verdict, 2000)
Extra service (Creative Good, 2000)

Conceptual Framework
24
Customer service
Frequently ask question ( Constantine & Lockwood, 1999)


3.2 Effectiveness of Website

The second research question is aimed at investigating the effectiveness of websites and
how users can make positive web experience through effectiveness of websites. A
number of researchers have considered user interface factors as predictors of the
effectiveness of a Websites. In order to get idea and to investigate this research questions
related literatures of different researchers have been included in the literature review
chapter which is relevant with our RQ2. On the basis of those literatures
conceptualization has been made and it will investigate. As a guideline of interview
which is more relevant in this area of research. These are as follows:
Factors influencing consumer perceptions of Web site effectiveness:

Attracting (Simeon, 2001)
Informing (Perry & Bodkin, 2000)
Positioning (Simeon, 2001)
Delivering (Simeon, 2001)

3.3 Emerged Frame of Reference

A Frame of Reference has emerged base on the previous conceptualized theories. This
emerged frame of reference (see Figure 4) has been developed in order to understand how
the research questions relate to one another and will guide to collect sufficient data
needed for this study and achieve the purpose of this study.

Figure 4: Emerged Frame of Reference
C Cu us st to om me er rs s P Po os si it ti iv ve e
W We eb b E Ex xp pe er ri ie en nc ce e
RQ 2

E Ef ff fe ec ct ti iv ve en ne es ss s o of f W We eb bs si it te es s
Out
come RQ 1

W We eb bs si it te e d de es sc cr ri ip pt ti io on n
Methodology
25
4. Methodology

This chapter will present detailed idea how research will be conducted. This includes the
purpose of research, approach, strategy, sample selection, data collection, and analysis
methods. At the end of this chapter validity and reliability issues will be discussed to
follow the quality standards of the research.


Figure 5: Research Methodology
Source: Adapted from Foster (1998, p. 81)

4.1 Research Purpose

There are two basic purposes for research: to learn something, or to gather evidence
(Taflinger 1996). The main purpose of research has as its main goals the gathering of
coherent, verifiable information and, most importantly, the timely reporting of that
information. According to Yin (2003), the purpose of the academic study has
distinguished as exploratory, descriptive and explanatory.

As the term suggests, exploratory research is often conducted because a problem has not
been clearly defined as yet, or its real scope is as yet unclear. They are also appropriate
when important characteristics and relations are hard to determine. The purpose of this
research category is to gather as much information as possible concerning to a specific
problem. Exploratory research is often used when a problem is not well known or the
available knowledge is not complete. This method is best suited for information gathering
when performing an exploratory research is interviews (Yin, 2003).
The objective is to provide a description of various phenomenonss connected to
individuals, situations, or events that occur. The purpose might be to develop empirical
generalizations. Once such generalizations begins to appear, they are worth explaining,
which leads to theory development (Yin, 2003). Descriptive research may focus on
individual subjects and go into great depth and detail in describing them. Individual
variation is not only allowed for but studied. This approach is called a case-study (ibid).
Explanatory research attempts to clarify why and how there is a relationship between
two aspects of a situation or phenomenon (Kumar, 1999). Explanatory research is a kind
of study where it emphasis to examine a situation or a problem in order to explain the
Validity/Reliability

Research
Purpose

Research
Approach

Research
Strategy

Date
Collection

Sample
Selection
Data
Analysis
Methodology
26
relationships between the variables (Saunders, Lewis & Thornhill, 2000). The study is
explanatory when the focus is on cause-effect relationships, explaining what causes
produced what effects Yin (2003).
The purpose of this thesis is partly exploratory, as we explore our purpose in order to
provide a deeper understanding of how website described and effectiveness created
positive web experience to the customer. This study is also descriptive in a sense of
describing the empirical data. Our research purpose is clearly structured, which implies
the descriptive purpose. The descriptive research may focus on individual subjects and go
into great depth and detail in describing them. Finally, our research purpose is partly
explanatory since we are trying to summarize and explain the findings in our study by
answering our research questions and drawing conclusions.

4.2 Research Approach

Since the purpose of this research is to provide a better understanding of how to create a
positive web experience for the customer. Qualitative approach is found to be more
appropriate for this study.
Kaplan and Maxwell (1994) argue that the goal of understanding a phenomenon from the
point of view of the participants and its particular social and institutional context is
largely lost when textual data are quantified. According to Yin (2003), Qualitative
research is the search for knowledge that is supposed to investigate, interpret, and
understanding the phenomena by the means of an inside perspective. Qualitative methods
are often related to case studies, where the aim is to receive thorough information and
thereby obtain a deep understanding of the research problem. Denzin and Lincoln (1994)
define Qualitative research is multi-method in focus, involving an interpretive,
naturalistic approach to its subject matter. This means that qualitative researchers study
things in their natural settings, attempting to make sense of or interpret phenomena in
terms of the meanings people bring to them. Qualitative research involves the studied use
and collection of a variety of empirical materials case study, personal experience (ibid).
The goal of qualitative research is to discover patterns, which emerge after close
observation, careful documentation, and thoughtful analysis of the research topic. What
can be discovered by qualitative research is not sweeping generalizations but contextual
findings. This process of discovery is basic to the philosophic underpinning of the
qualitative approach Yin (2003).
4.3 Research Strategy
The designed of research strategy depends upon the types of research questions asked.
The main function of research design is to explain how you will find answers to your
research questions (Kumar, 1999). Yin (2003) points out that in qualitative research, the
empirical data collection can be approached in different ways. Depending on the
character of research questions, to which extent the researcher has control over
behavioral events and to which degree the focus is on contemporary events. The most
Methodology
27
common types of research questions are formulated as who, what, where, how, and why
questions. When how- or why- questions are used, the researcher can benefit by using
case studies, experiments, or historical studies. Case studies further contribute uniquely to
the knowledge of individual, organizational, social and political occurrences and it allows
an investigator to retain the holistic and meaningful characteristics of real-life events,
such as individual life cycles and organizational and managerial processes. The design of
a case study can either be a single-case study or a multiple case study. (Yin, 2003)

A single case study investigates a single entity in the form of one industry, company, or
district in depth. However, a multiple case study is more convincing, and the overall
study is therefore regarded as more robust which increase the validity of the research and
create an opportunity to compare the cases (Yin, 2003). A case study is a comprehensive
description and analysis of single situation. In case studies the aim of the research is to
seek conformity between the results and the theory. Helps to identify other similar events
to the result that can only be generalized cites that data collected by case studies can be
via six different sources: documentation, archival records, interviews, direct observations,
participant observations and finally physical artifacts (ibid).


4.4 Data Collection

Yin (2003) claims that data collected by case studies can be via six different sources:
documentation, archival records, interviews, direct observations, participant observations
and finally physical artifacts. A major strength of case study data collection is the
opportunity to use many different sources of evidence. The use of several sources of
evidence means that the researcher has the opportunity to obtain multiple measures of the
same phenomenon that adds validity to the scientific study. Findings or conclusion
resulting from a case study is likely to be more convincing and accurate if based on
several different sources of information. No source of information has a complete
advantage over others. The different sources are highly complementary; and therefore a
good case study will rely on as many sources as possible. The most important sources for
case study information are interviews (Yin, 2003).

According to Kumar (1999), in case study interviewing is a commonly used method of
collecting information from people. Interviews are classified according to the degree of
flexibility such as unstructured and structured.

In an unstructured interview, also known as an in-dept interview, the interview develops
a framework, called an interview guide, with in which to conduct interview, within this
structured the interviewer formulates questions spontaneously during an interview.
Unstructured interviews can be carried out in a one- to-one situation or collectively with a
group of respondents (called group interviews or focused group interviews). This
approach to data collection is extremely useful in situations where either in dept
information is needed or little is known about the area. The flexibility allowed to the
interviewer in what he/she ask of a responded is an asset as it can elicit extremely rich
informations. Using an interview guide, as a means of data collections, require much
Methodology
28
more skill on the part of the investigator than does using structured interview (Kumar,
1999).

In a structured interview the investigator ask a predetermined set of questions, using the
same wording and order of questions as specified in the in the schedule. An interview is a
written list of questions, open or close ended, Prepared for use by an interviewer, in a
person to person interaction (this may be face to face, by telephone or by other electronic
media). Not that an interview schedule is research tool or instrument for collecting data,
where as interviewing is a method of data collections. On of the main advantage of
structured interview is that provides uniform information, which assures the
comparability of data. Structured interviewing requires fewer interviewing skills than
does unstructured interviewing (Kumar, 1999).

Yin (2003) stated that documentary information is likely to be relevant to every case
study topic. These types of information can take many forms like as company internal
documents, written reports of events, letters, memoranda, agenda, proposal, progress
report etc. For case studies, the most important use of documents is to corroborate and
argument evidence from other sources.

For better understanding of the situation, an unstructured interview conducted by us using
the guidelines of interview guide which been developed on the basis of our frame of
reference. We decided to use observation participant to browse the websites, interact and
observe our questions.

4.5 Sample selection

Yin (2003) points out that there are several ways to select a sample for a case study.
According to Saunders et al. (2000) judgmental sampling is when the researcher selects
cases that are best suited to answer the research questions. Judgmental sampling is often
used when studying small samples such as in a case study when the researcher wants to
select cases that are particularly informative. Based on the facts from Saunders et al
judgmental sampling was used when selecting the appropriate sample for this thesis.
Sampling techniques provide a range of methods that enable you to reduce the amount of
data you need to collect by considering only data from a subgroup rather than all possible
cases or elements. Qualitative researchers rarely draw a representative sample from a
huge number of cases to intensely study the sampled cases- the goal in quantitative
research (ibid).

We have chosen two websites from Bangladesh as the case study. As the qualitative
research method will be followed for this thesis we will consider case studies method.
We have taken two websites Bdgift.com and Bdjobs.com both sites are informations
based website and customer interactions of these website are main target. Bdgift.com is
the first Bangladeshi online gift purchase company for the national and international
customers and Bdjobs.com is the largest job provider site in the Bangladesh for the job
seeker. Both sites are directly interact with customers. We find out from our observation
how their website described to the customer. Effectiveness of website is vital for the
Methodology
29
companies survival, its create positive web experience to the customer. We have taken
two interview for RQ2, one male and one female for case one and case two, two
respondents form USA and UK who is using this website. We have taken interview
different perspective for justifying of effectiveness of both websites.


4.6 Data Analysis

According to Yin (2003) states that every case study should begin with a general analytic
strategy. These general analytical strategies, with regards to the cases studied, provide the
researcher with a system by which priorities can be set for what needs to be analyzed and
why. (ibid) In qualitative data analysis, Miles & Huberman (1994) state that the focus is
on data in the form of words; in this case, words that emanate from the focus group
interviews. These words require processing, which is a form of analysis. The data
analysis is consisted of three synchronized activity flows:

Data reduction: The process of selecting, focusing, simplifying, abstracting and
transforming the data. The purpose is to organize the data so that the final
conclusion can be drawn and verified.
Data display: Taking the reduced data and displaying it in an organized
compressed way so that conclusions can be more easily drawn.
Conclusion drawing/verification: Deciding what things mean, noting regularities,
patterns, explanations, possible configurations, casual flows, and propositions.
(ibid)

The analysis of this thesis will follow these three steps accordingly. In order to reduce the
data, within-case analysis will be done by comparing the empirical findings with the
conceptualized literature, for each session separately. A cross-case analysis will be
conducted in order to compare the different groups as well as display similarities and
differences. Finally, based on the within-case and cross-case analysis, conclusions will be
drawn.











Methodology
30

4.7 Quality Standards: Validity and Reliability

Validity and reliability are the most commonly used criteria used for evaluating the quality of
when establishing the quality standards of a case study research, Yin (2003) suggests four
commonly used tests. These tests are constructed validity, internal validity, external
validity and reliability.

The following table (Table 2) shows the recommended case study tactics for each test as
well as a cross-reference to the phase of research when the tactic is to be used.

Table 2: Case study tactics for four designs test
Source: Yin, 2003

As internal validity only applies for causal studies, this test is not relevant in our research.
We will therefore below only give our considerations regarding the other three tests.


4.7.1 Issues of validity

Construct validity

According to Yin (2003) there are three tactics to increase construct validity. One can use
multiple sources of evidence, establish a chain of evidence, or have key informants
review the draft case study report. In our research, we have used interviews as sources of
evidence. However, the documentation is only complementary to the interviews and the
data collected through documentation is not included in the analysis. To establish a chain
of evidence is to allow an external observer the reader of the case study, for example
to follow the derivation of any evidence from initial research questions to ultimate case
study conclusions (ibid, p. 98).



Tests Case Study Tactic Phase of Research in which Tactic
Occurs
Construct
validity
-Use multiple sources of evidence
-Establish chain of evidence
-Have key informants review draft
case study report
Data collection
Data collection
Composition
Internal
validity
-Do pattern-matching
-Do explanation-building
-Do time-series analysis
Data analysis
Data analysis
Data analysis
External
validity
-Use replication logic in multiple-
case studies
Research design
Reliability
-Use case study protocol
-Develop case study data base
Data collection
Data collection
Methodology
31

External validity

To increase external validity, Yin (2003) emphasizes the importance of using replication
logic in multiple-case studies. He states that a theory must be tested through replication
of the findings in similar surroundings, where the theory has specified that the same
results should occur. Once such replication has been made, the findings can be
generalized to a greater number of surroundings. In this research, we have reached our
findings by testing the relevant theory in two different cases.

4.7.2 Issues of reliability

Yins (2003) suggested tactics for increasing the research reliability are to use case study
protocols or to develop case study data bases. The purpose of this is so that a following
researcher can repeat the exact same procedure and research, and thereby arrive at the
same findings and conclusions over again.

We have in this thesis carefully explained the procedures of our research, in this, as well
as in every other chapter. We have also designed an interview guide, which shows how
we have conceptualized the research questions. The same interview guide was used in all
interviews. Furthermore, we have organized the data collected for each of the cases and
structured our thesis so that following researchers or readers can retrieve any desired
material. However, when conducting interviews, personal biases may to some extent be
present. Therefore, the influence of the respondents as well as our own attitudes and
values can always be questioned.


Empirical Data Presentation
32
5. Empirical Data Presentation

The chapter will present data that has been collected through observation of two website,
one is e-commerce website which engaged in taking order through product delivery and
another is information based website and in-depth interview with the users of those
particular websites. The data will be presented based on variables which are included in
emerged frame of reference to help the reader to get idea about the issues raised in
interview.

5.1 Case one: Bdgift.com

BDGift.Com is division of FastNet Communications. FastNet Communications established
in 2001 and registered Department of trade and Industry, Manila, Philippines. Presently
BDgift.Com is in the process of expanding its network and services to all other countries.
BDgift.Com is all about people. The browsers will always get a human response from
BDgift.Com on any request or issue that they may have and will assist them as fast as
humanly possible. They offer a wide range of product category for its customers and mainly
concentrate on gift items such as garden fresh flowers and all other products which are best
quality but low price. They have started with a low-price philosophy while providing a high
level of service. The concept of cost-effectiveness, fair prices, totally dedicated support
brought them to what they are today. BDGift delivers nationwide in Bangladesh. They offer
free delivery some areas of Metro Dhaka, capital city of Bangladesh, and operates 7 (seven)
days in a week. Currently deliver only in the Bangladesh for nationwide deliveries through
leading courier service. Bdgift accept all major credit cards like Visa, MasterCard, American
Express, Discover Novus, Diners Club and JCB derivative of these brands. For credit cards
verification they need name as it appears on credit card and the address where credit cards
are sent.
Cash Payments can be done direct to the bank and orders will be delivered as soon as
possible. Check Payments need clearance and verification before deliver orders.

5.1.1 Description of Website

Website interface

The visual appearance or interface of the website is composed of applying graphic design
principles, graphics and multimedia, style and text and flexibility and compatibility. When a
browser will enter in this site it will attract his/her due to the visual appearance of the web
site. In general that it is featured that a good web site is one that has high quality, having up
to date information and require less time to load the page that is targeted towards its audience
and its a good indicator of keeping customers with the site. When a customer enter a address
in the address bar expect quick display of the page but the customer can wait if they get any
message from them, like Please wait., or some pictures or music. Otherwise the
browsers will switch to another site because they have various alternatives on hand.
The navigation and structure of the site is clear, simple and consistent. They keep the
navigation in the right place as per as the convention. Because no one expect the navigation
at the middle of the page. It has to be placed at the top or corner of the home page. The
Empirical Data Presentation
33
websites does not provide any site maps for the browsers. Bdgift provides the navigation of
the most important items at the top and the remaining items at the bottom of the page.
The website is search capable and it has a search option for the browsers at the top of the
homepage. Almost all information regarding the company and its services is possible to find
out by the search engine on the homepage. It contains also pull down menu at the right side
of the pages, which is very locative and takes the browsers to the specific page or links.
Bdgift search options are users convenient because here all items are clearly mentioned in the
opening pages users can easily chose their desirable items.

Content
Selections of all items of Bdgift.com are very easy to the customers due to their homepage.
All items are clearly mentioned in the first pages, just customers will click for their desirable
product then users can easily access for particular items. Bdgift.com arranged their all items
by category of product. All products are well decorated by category and easily accessible that
most convenient for the customers.

Quality of product information is very comprehensive and related to the company business
and its products. The websites serves client and product relating information which is most
important for the users. Bdgift.com basically based on the service oriented so this websites
normally emphasized on the availability of the product and service information. Product and
service related information is well decorated on the website.

BDGift delivers nationwide in Bangladesh. They offer free delivery some areas of Metro
Dhaka. Operates 7 (seven) days a week. Bdgift.com currently delivers only in the Bangladesh
for nationwide deliveries through leading courier service. BDgift are unable to process orders
for delivery to Post Office Boxes. Thats why the shoppers must provide the details shipping
address of the recipient along phone number to avoid delay. If shoppers want to change
address or delivery date then they have to inform BDgift at least three days before the
delivery date. Delivery informations are available in the bdgift.com like, rates, estimated
time of delivery etc.
a) Same day delivery is possible, if the shoppers place order before 10:00 AM (Bangladesh
time). Order received after 10:00 AM, will be delivered next day unless delivery date is
specified.
b) Proper Town: Order received before 12:00 noon (Bangladesh time), next day delivery is
guaranteed unless delivery date is specified. Otherwise, it will deliver after 1 day.
c) Far from town (Remote area): Order will be delivered within 2/3 days.
d) Peak time order: During peak time like Valentines Day, Mother's day, Christmas etc, it
requires order at least 7 days in advance prior delivery date or occasion.
Empirical Data Presentation
34
This is important for the customer when making a transaction through the website to be
aware of all the companies terms and conditions of that purchase. Bdgift.com has some
specified terms and policy regarding delivery of product. Customer satisfaction is guaranteed
bdgift.com. The utmost care and attention is given to customer order to ensure delivery
perfectly. In dealing with highly perishable products, if in case anything go wrong, customer
bring up a concern or complaint, bdgift.com will always listen and resolve the issue as quick
as possible. Customer service staff are trained to respond to concerns and can decide on an.
Appropriate course of action for customer on the spot.

Refund:
If the order is canceled by the customer 48 hours before the delivery date, customer
will get full refund.
If the order is canceled by the customer 36 hours before the delivery date, customer
will get refund of 50% of the total amount.
If the order is canceled by the customer less than 24 hours before the delivery date, no
refund will be made.
Return & Replace:
If customer not satisfied with item for any reason, item may be replaced if recipient can send
back the item as delivered within 3 working days, but cannot be refunded.
Bdgift.com will surely replace the item if customer can inform them within 24 hours upon
delivery of customer items if:
Faulty items.
Items damaged in transit
Items cannot be exchanged with any other item.
The payment processor is one of the largest credit card processor companies in the world. Its
2checkout.com who is member of VISA, Master card, AMEX and other gateways.
Use highest security system 128 bit SSL (Security Socket Layer). Neither us nor
2checkout record your card information of customers.

When the customers enter their Credit Card number and information, its directly
goes to the banking gateway for verification.

Its secure, its reliable, its fast and honest.

Other important issues for online shipping are delivery and payment. And the browsers
which are new in online shopping are reluctant about making purchase in online.
BDGifts.com provides useful information about delivery and payment of the purchasing
items.
Empirical Data Presentation
35
Accessibility, Speed and Security

Bdgift.com is accessible for 24hours a day, seven days a week, 365 days of the year. Its
easily accessible for the browsers but the websites does not support accessibility for the
disabled such as for visual, physical, hearing and learning disables.

The pages in the site are fast to downloaded, with Microsoft internet explorer 6 and if
10Mbs modem it takes 2second to download the homepage and it is possible to more in
the structure in a couple of second, while still downloading. Concerning the general view
of users interface, the mail elements are well separated from each other because they
differ in position and appearance. It is possible to observe all elements at the same times.

BDGift.com is firmly committed to the privacy of their clients. They have developed the
policy to keep the browsers information secured. These are as follows:

Collect certain information from clients for billing and administrative functions.
The information collected for these functions will never provided to any outside
party for any reason.
They do not collect the credit card information of their customers.
All credit card transactions via 2checkout.com
Security measures are in place to protect against loss, alteration, or misuse of data
collected.
Clients are responsible for ensuring that only they or their authorized designees
utilize their accounts.
Suspected incidents of unauthorized use of a client account should be reported
immediately to them for attention.
This site contains links to resources outside the BDGift.com web site.
BDGift.com is not responsible for the content of those sites.
Customer Relationship

For customer recognition Bdgift.com has systems to fill in forms for further review. In
order to make purchase from bdgift.com, customers may need not to give their details
information such as name, mailing address, email address and six digit text as a password
to open an account. When they will go to this site for repeat purchase, they will provide
only the email address and password instead of giving the details again.

Customers feedback platform is not available of this website due to unavailability of
customer feedback platforms customers will be unable to interact with each other.

Bdgift.com recently providing some extra services as like, the customers can checkout
their product list which they have selected before for making purchase at later time. The
customers can add their desired product list to their cart by clicking this button.


Empirical Data Presentation
36
Customer Service

In order to avoid customers using the contract options bdgift.com provided frequent ask
questions for the customers which is well decorated with details about how to order,
shipping, payment and others related and relevant things. Here list of the questions
organized by the topic. So customers can easily achieve their desired answer from
FAQs.


5.1.2 Effectiveness of website

Attracting

The first variable incorporated with effectiveness of website is attracting. Regarding
attracting the first respondent, from USA, mentioned that when he buy something for
special occasion such as Birthday, Eid, main religious festival for Bangladeshi Muslim
citizens, for friends and family members he prefer Bdgift.com. He described that
bdgift.com website creates a positive image in the mind of Bangladeshi citizen staying in
USA due to their commitment to the customers. They are committed to give on-time
delivery of products and they do it. He also mentioned that first he informed about this
website from his close friend who is also living in USA and recommend him to send gifts
through this website. On the other hand, some local Bangladeshi TV channel broadcast
Bdgift.com advertisement and most of the Bangladeshi citizens living in USA know
about this site.

Moreover the respondent read Bangladeshi Newspaper in Internet and noticed about the
Bdgift.com website from that website. Bdgift.com posted their banner advertisement in
most renowned newspaper website. Apart from that he never seen any banner
advertisement in Bdgift website. He mentioned that the website can attract more
customer by posting some others websites link which are related to satisfy the
recreational needs for Bangladeshi citizen living in USA, such as local TV links, music
and game. On the other hand, he did not find any affiliated website links or
recommendations from this site. And he never expects traditional way of buying products
from this site and it does not create any value for this website, he believes. Another
respondent, from UK, mentioned that he heard about this website but he is not frequently
buying gift items from this website. He browse this website seldom but not for
purchasing purpose because he noticed that they are charging more price for their
products which is two or three times more than the local market price. But he appraises
the website for providing this kind of services and in future he will buy gifts from this
site.






Empirical Data Presentation
37
Informing

Regarding Informing, a way of measuring the effectiveness of website, respondent from
USA mentioned that the website is full of required information. He meant that he can find
his intended product by clicking the category wise product information or using search
engine which is really helpful to get the desired product. But he claimed that the website
is not updating the information regularly and this is not good for a customer to make a
positive impression about the website. For example, he has seen the EID Greetings
Banner in the website after one month of EID. He meant that they are not taking care of
the website information. Graphic interface is attractive in terms of color and picture they
included in their website, he added. On the other hand, he described the user friendliness
in the way that eases of use of information and navigation of the website. He likes the
options of cart which is helpful for him to manage all desired products in one basket. He
though that shipping is important for this kind of products, gift items, and he found the
relevant information about terms and conditions for shipping the products to their
beloved one in this website. Another respondent from UK mentioned also mentioned that
the information contents of this website are enough for him to find the relevant
information. He described the user friendliness of this website in different way. He
observed that he can browse all information and put his preferred items in a cart without
becoming a member of that site and to him this is user friendliness. Because he found that
there are some websites where to browse the information you have to be member of that
website. On the other hand the navigation of this website is easy but he did not find any
site map which is really helpful for user to get the desired page.

Positioning

Regarding positioning the first respondent mentioned that through offering a wide range
of products and customized products the website able to create positive impressions. He
can order some other products which are not shown in the website. But to get such
products he has to request them through email or telephone in advance and he likes this
extra service. And in special occasion the website offer discount price. Finally he
described that buying procedure is convenient in terms of time. Moreover the recipient
received the gift in due date. On the other hand, second respondent replied that though he
is not buying anything from this site thats why he cant rely on this site totally for
buying gifts over internet. Yet now he thinks the website is charging higher prices than
local store price. He can buy from this site if they charge reasonable price for their
products.

Delivering

Apart from those, the company is giving the warranty for some products but not for all
products because there are some products they are offering is perishable in nature, First
respondent mentioned. As a consequence when the recipient stays far from the city centre
they are not giving warrant for such types of products but they mentioned that in delivery
terms and conditions. On the other hand they are proving after sales services for
electronic products and delivering the products to the door of the recipient. He also added
Empirical Data Presentation
38
that he can pay his bill through his Visa card and this is convenient way for paying the
bills for him. He is not worried about the misuse of his card because they are using
renowned third party system for collecting their bill. As it is mentioned in the company
website that the information which customers are providing are not using for another
purpose or not selling this information to another company, he is not worried about the
security of information. After all, the delivery of this website is satisfactory in all of the
above discussed aspects. Regarding this issues, second respondent did not mention
anything because he never did transaction with this site but regarding information
security he mentioned that he is no more worried about information security but he never
feel safe to give credit card number in the website.

5.2 Case two: bdjobs.com

BdJobs.com Ltd. is the first and leading career management site in the Bangladesh. Eight
young business and IT professional backed by strong command over e-business and in-
depth understanding of the needs of job seekers and employers in the countrys context
started this venture on July 2000. The web-site aims to explore maximum benefits of the
Internet. They believe their service will help the job seekers manage their career more
efficiently. This site will also help employers solve many of the problems associated with
traditional recruiting methods and allow them to save time and money. Right after its
launching, the site has been able to attract the Internet users in the country. The site
regularly updates job information (on average more than 1000 valid job news are placed
at any point of time at the site), provides facility to the job seekers for posting resume and
online application. The site has also been able to get good response from a large number
of organizations in the country who use online job advertisement facility, online CV bank
access and online application receiving and processing facility of www.bdjobs.com. Till
now, more than 2500 employers in the country have recruited more than 35,000
professionals at different levels for their organizations through Bdjobs.com service.
Moreover, around 14000 visitors visit the website daily and monthly page view amounted
0, 8 million. On the other hand, 140,000 CV stored in the site and having more than 2500
corporate accounts.

5.2.1 Description of website

Website Interface

Interface or design of the website is composed of applying graphic design principles,
graphics and multimedia, style and text and flexibility and compatibility. When a browser
will enter in this site it will attract his/her due to the visual appearance of the web site. In
general that it is featured that a good web site is one that has high quality, having up to
date information and require less time to load the page that is targeted towards its
audience and its a good indicator of keeping customers with the site. Links are the main
way for the users to navigate their way around a site and should be clear and to the point
here bdjobs.com well decorated with link, browsers can easily reach their certain place
through using links.
Empirical Data Presentation
39
The navigation and structure of the site is clear, simple and consistent. They keep the
navigation in the right place as per as the convention. Because no one expect the
navigation at the middle of the page. It has to be placed at the top or corner of the home
page. The websites does not provide any site maps for the browsers. Bdjobs.com provides
the navigation of the most important items at the top and the remaining items at the
bottom of the page.
The website is search capable and it has a search option at the right middle side of the
homepage which make it more convenient for the customer to look for information if
he/she does not devote to much time. The website is quick searchable having quick links
as a pull down menu at the right side upper corner.

Content
Bdjobs.com is mainly based on service, this website basically providing intangible
product. Job seekers and employers are main customer of this website for this reasons
this website is well decorated for the browser. All information are clearly mentioned in
the first pages, just customers will click for their desirable information in the website then
users can easily access for particular information. Bdgift.com arranged their all services
by category. All informations are well decorated by category and easily accessible that
most convenient for the customers.

Service information is very comprehensive and related to the company business and its
products. The websites serves client and product relating information which is most
important for the users. Bdjobs.com basically based on the service oriented so this
websites normally emphasized on the availability of information. Product and service
related information is well decorated on the website.

This website is service oriented so their categories of products are intangible. Here
questions of delivery products are not applicable.
This is a public site with free access and Bdjobs.Com Limited assumes no liability for the
quality and genuineness of responses. Bdjobs.Com Limited is not liable for any
information provided any individual. The individual/company would have to conduct its
own background checks on the bonafide nature of all responses. Bdjobs.Com Limited
will not be liable on account of any inaccuracy of information on this web site. It is the
responsibility of the visitor to further research the information on the site. Any breach of
privacy or of the information provided by the consumer to Bdjobs.Com Limited to be
placed on the website by technical or any other means is not the responsibility of
Bdjobs.Com Limited. Bdjobs.Com Limited does not guarantee confidentiality of
information provided to it by any person acquiring/using all/any information displayed on
the bdjobs.com website. Their policy is clearly mentioned of their website and also
clearly structured rates of advertisement for the customer who want to advertise and
posted job circulations.
Method of payment is by cash or bank draft thats why there are no options for payment
through website. So there are no questions of security of payment in the website.
Empirical Data Presentation
40
Accessibility, Speed & Security
Bdjobs.com is accessible for 24hours a day, seven days a week, 365 days of the year. Its
easily accessible for the browsers but the websites does not support accessibility for the
disabled such as for visual, physical, hearing and learning disables.

The pages in the site are not fast to downloaded due to lot of functions of its homepage,
with Microsoft internet explorer 6 and if 10Mbs modem it takes 10second to download
the homepage and it is possible to more in the structure in a couple of second, while still
downloading. Concerning the general view of users interface, the mail elements are well
separated from each other because they differ in position and appearance. It is not
possible to observe all elements at the same times due to vast amount of information.

Bdjobs.com requests very few information from the users and customers. The website
does not say any declaration about how the company treats the personal information of
the customers.

Bdjobs.com is not firmly committed to the privacy of their clients. Even they didnt
develop the policy to keep the browsers information secured.


Customer Relationship

For customer recognition Bdjobs.com has systems to fill in forms for review and edit. In
order to registered curriculum vita from bdjobs.com, customers may need to give their
details information such as name, educational background, experience, mailing address,
email address and six digit text as a password to open an account. When they will go to
this site for submit CV to the company they will provide only the users name and
password instead of giving the details again.

Customers feedback platform is available of this website due to availability of customer
feedback platforms customers will be able to interact with website activities. Through
customer feedback platform customer can assist for improvement of website or can give
suggestion for several promotional activities.

Bdjobs.com providing some extra services like as, interview tips, help to make good CV,
career counseling, not only circulation of national jobs also circulated international jobs.

Customer Service

In order to avoid customers using the contract options bdjobs.com provided frequent ask
questions for the customers which is well decorated with details about how bdjobs can
help to getting jobs, how can search job, how posted resume and others related and
relevant things. Here list of the questions organized by the topic. So customers can easily
achieve their desired answer from FAQs.
Empirical Data Presentation
41
5.2.2 Effectiveness of website

Attracting

The first variable mentioned under this research question is attracting which means how
visitors are attracted by this website. The male respondent mentioned that he browse the
Bdjobs.com website one or two days in a week for searching the suitable job. He
described that Bdjobs.com job web portal is renowned job portal and most of the
university graduate posted their CV to this site. The job portal is now a brand itself in
Bangladesh due to their dedicated service to their members as well as to employers. The
subject also mentioned that he is being informed about this site from his senior class
fellows who posted their CV in this site and found suitable job. The site also posted the
banner advertisement of another website that are providing career related service such as
website link for higher studies in abroad and consultancy service for writing CV, cover
letter.

The respondent mentioned that though he is graduated recently from the university and
have no experience about writing CV and cover letter, this service of the website is
helping him a lot to write a CV and cover letter. The website not only posted the national
job advertisement but also posted international jobs, which is really helpful for candidates
who are intended to having international job career. Apart from this, the website provides
affiliate services with other organizations. For example, the visitors will get the web
address of Internet service providers (ISP) which is necessary for everyone to send CV
through online. And with the advent of Internet and www, most of company now posted
their job vacancy in online. The company also arrange seminar and training for job seeker
with the people or organizations who are expert in providing career based services.
Though the new technology replaces the old system of application process for job but
could not eliminate it totally.

As a consequence this site also posted the vacancy advertisement with instructions how
to apply in offline environment to provide a complete package of service for job seekers
and employers. According to female respondent, the website attracts her due their
prominent service. She mentioned that the usually visit the Bdjobs .com website everyday
in a week to search new job vacancy. She added that the website updating the information
everyday because she has internet connection in her home. She usually browsed only the
new jobs not really click the banner advertisement and this type advertisement never
attracts her. on the other hand she only posted her CV for those company which facilitate
online CV posting because she never like post CV by post or go physically to submit CV.
She also mentioned that this website posted the vacancy advertisement of MNCs, private
organization and this type of company prefers to accept CV from online. Though she can
not apply for government service in online because yet now government office in
Bangladesh invite application from applicant through offline environment and she is not
worried about this because she is intended to work for MNCs or private organization.



Empirical Data Presentation
42
Informing

Regarding the Informing, the second variable under this research question, the male
respondent mentioned that the site is user friendly to perform all related tasks of applying
for job through online. He described user friendly in this way that when he enters in this
site he can find the job based on the job category and at the home page he can view this
CV by entering user name and password. And if he wishes he can edit this CV which
helps him lot to update his CV based on the requirement of employers. But he describe
that he is browsing this site from one year before and it was fast to reach the desired
page. Now the home page included lot of banner advertisements and it makes the home
page slow. As a result it takes more to time to upload the home page. He also noticed that
sometimes he feels so bore to wait for long time and switched to another job portal.
Because now there is other job portal in Bangladesh which are providing the same types
of service. Regarding the content of the website he replied that he is getting his desired
information. As an applicant he requires the information such as job requirements, job
description and instruction of application procedure and he is getting all of this
information from this site. Another thing he mentioned that he can find the new jobs
offering the company, application deadline for tomorrow and can find job based on
location. This information helps him to find more desired information he is looking for.
For example, if he clicks the job category he will find which company offering jobs under
this category and the same time the home page posted the banner advertisement makes
more weight to the home page.

The female respondent also mentioned the same thing about user friendliness as
mentioned the male responded. She added that the graphical interface of this site is good
in terms of colour and graphic they used in this website. And the information content is
enough for her to search the desired jobs but she suggested that the website can
incorporate another search category based on the nature of company such as MNCs,
private and government. Then it would be more helpful for her.

Positioning

Moreover, positioning helps a company to create a positive image about the company in
the mind of users. It also measures the effectiveness of the website which is third variable
under this research question. The male respondent mentioned that he has a positive
attitude about this website. Though this is information based website and there is no
chance of mismatch between the website information and the actual service. He described
that the website make a positive image by providing various search option and up-to-date
information about job vacancy.

The female respondent described the image of this website that she has positive image in
her mind about the content and services of the website. She never experienced any
mismatch between the website information and real situations. She also mentioned that
she feel comfort to browse this website for searching job vacancy than others though
have some problems with this site to browse. The website makes differentiation by
providing the all types job vacancy information. Although there are some other websites,
Empirical Data Presentation
43
which are providing same kind of services, but can not offer the services like Bdjobs.com
website. She noticed that the website is not promoting their business through
advertisement or public relations but due to their reliable services they are growing day
by day.

Delivering

The last variable of this research question is Delivering which highlights the technical
infrastructure of the presentation and delivery of information and service. The male
respondent described that the website is interactive with the members to a certain extent.
There is no live help option for visitors where they can interact with the person to solve
their problem when browsing the website. But the site is interactive in such way that they
included FAQ options and e-mail options to interact with them. Regarding the security of
information the respondent replied that the information they are giving to the website is
not secure any more because the website is selling the CV to corporate members. The
corporate client can see all members CV without members permission. But the
respondent mentioned he is not worried about the security of information. In contrast
female respondent replied that she is worried about the information security. She
mentioned that the website can make an agreement with the member about the
information security describing the conditions of using the information. Regarding the
delivering of services she added that though the site is information based and there is no
existence of physical product she is not considering this factors as an important for this
site. But she noticed that she expect reply when she submitted any CV and this site give
automatic reply when candidate submit CV for a particular job. Finally she concluded
that she is satisfied with the services of the site though there are some problems.




















Analysis of Data
44
6. Analysis

This chapter will present an analysis of the empirical data gathered in previous chapter
in accordance with each research question. A within-case analysis will be followed by
cross-case analysis in regards to each section of the research questions, where two case
studies will be compared with each other in order to find out the similarities as well as
the differences.

6.1 Analysis of Research Question One

6.1.1 Within-case analysis

Case one: Bdgift.com

Interface/design

The first variable mentioned in the research question one is website interface/design.
Links. The navigation of a Website cannot be carried out without valid links (Constantine
and Lockwood, 1999; Spool et al., 1999). Bdgift.com provided well structured link.
Browsers can easily switch from one link to another link. Due to transparent visual
appearance of this site browsers can easily find out their certain link. So we found that
links of Bdgift.com support the theory.

Consistency, menus and site map. According to Spool et al.,(1999) Each Website
represents a different business or value proposition and therefore the layout will differ
according to what the Website is offering. Furthermore, the pages within the Website
need to be consistent in appearance and design. The navigation and structure of the
Bdgift.com is clear, simple and consistent. They keep the navigation in the right place as
per as the convention. Because no one expect the navigation at the middle of the page. It
has to be placed at the top or corner of the home page. Bdgift.com followed the rules of
navigation structured. Consistency of this website supports the theory.

Spool et al. (1999) also found that users navigating sites with a site map were twice as
successful in finding what they wanted, compared to those sites without, and that
informing the customer of where they were was important. Bdgift website does not
provide any site maps. So we found that it does not support the theory.

Communication and feedback. Constantine and Lockwood (1999) examine the
communications & feedback principle which is the basis for any software design and is
especially important for interaction with customers on the Internet. Bdgift.com has
systems for feedback from customer but I didnt get reply form them (Attached
Appendix). So we fount that this point partially supported with theory.

Search option. A search option whereby the user types in a word or words is useful for
targeting a product or certain information. It should be clear to the user whether the
Analysis of Data
45
search facility refers to the whole site or one particular section Cox & Dale (2002).
Bdgidt.com is search capable and it has a search option for the browsers at the top of the
homepage. Almost all information regarding the company and its services is possible to
find out by the search engine on the homepage. Bdgift.com search option is fulfilled all
criteria to support with theory.

Content

Content refers to what a Website actually offers in terms of information and is as
important as the design aspect. If the information is insufficient, misleading or irrelevant,
the customer will most likely to use a competitor site Cox & Dale (2002).

Selection. The breadth of selection of products and services should be relative to the e-
business and what it is offering; however, the access to the selection is important Creative
Good (2000). Bdgift.com arranged their all items by category of product. All products are
well decorated by category and easily accessible that most convenient for the customers.
Selection criteria of this site are supported to the theory.

Product/service information and availability. Vassilopoulou and Keeling (2000) argue
that for any product advertised on the Internet, a clear picture with all the necessary
information on brand, size, colour, capabilities and price should be provided so that the
customer is not misled. From empirical data presentation chapter we found that
Bdgift.com basically based on the service oriented so this websites normally emphasized
on the availability of the product and service information. Product and service related
informations are well decorated on the website.

Delivery information. Ideally, any delivery information (i.e. shipping cost and expected
delivery times) should be made accessible from the home page or with the product
information so that customers are aware of the prices before they begin to make any
purchases (Vassilopoulou and Keeling, 2000). Bdgift.com clearly mentioned about their
delivery information in the website, their also cited shipping cost, how long times to take
delivery and others related informations regarding delivery.

Policies, charges, terms and conditions. According to Clicksure (1999) states a company
that offers a quality certification for e-businesses that they can put on their Website. In
return the e-businesses must ensure that company policies on canceling orders, returning
goods and refunds as well as the terms and conditions of the sales are accessible to the
customer throughout the Website. Bdgift.com has specified terms and policy regarding
delivery of product. Customer satisfaction is guaranteed bdgift.com. The utmost care and
attention is given to customer order to ensure delivery perfectly. Bdgift.com clearly
mentioned their policy regarding refund, return and replace of product. So theory is
supported with empirical data presentation.




Analysis of Data
46
Security and reliability. The risk of fraud on-line is proposed to be the same as paying by
credit card in a restaurant; however, customers are far more reluctant to give out card
details on-line and new ways of paying for goods over the Internet are being rapidly
developed. Some e-businesses have their security managed by a third party, as described
by Vernon (2000). The payment processor is one of the largest credit card processor
companies in the world. Its 2checkout.com who is member of VISA, Master card, AMEX
and other gateways. When the customers enter their Credit Card number and information,
its directly goes to the banking gateway for verification. Bdgift.com committed to their
customer Its secure, its reliable, its fast and honest.

Accessibility, Speed & Security

Accessibility. Gann (2000) also emphasizes the fact that Websites must be accessible 24
hours a day, seven days a week, and 365 days of the year. Bdgift.com is accessible for
24hours a day, seven days a week, 365 days of the year. Its easily accessible for the
browsers due to fast download of homepage.

Speed of download. According to a study conducted by Forrester Research, the maximum
time consumers are willing to wait for a Web page to download, before becoming
frustrated (Nelson, 2000). The pages in the site are fast to downloaded, with Microsoft
internet explorer 6 and if 10Mbs modem it take 2second to download the homepage. So
this site can assured to the browsers that they will not be frustrated to use this site.

Privacy protection. As argued by Culnan and Milberg (1999), privacy is concerned with
making consumers feel comfortable with disclosing personal information. This involves
simultaneously communicating to the consumer the benefits of disclosure, while also
providing assurances those disclosures will be protected. BDGift.com is firmly
committed to the privacy of their clients. They have developed the policy to keep the
browsers information secured. Bdgift.com has clear guidelines of privacy protection on
behalf of customers. They are committed to protect customer privacy. So empirical data
presentation is supported by the theory.

Customer relationship

Recognition. By asking customers to fill in a user ID and password, e-businesses can
tailor the Websites to a particular customer Creative Good (2000). For customer
recognition Bdgift.com has systems to fill in users ID and password for further review.
When customers will go to this site for repeat purchase or latest information about
purchasing product, they will provide only the email address and password instead of
giving the details again.


Customers feedback platform. Just as customers should be able to interact with the e-
business, customers should also be able to interact with each other from customers
feedback platform. (Verdict, 2000). Customers feedback platform is not available of this
Analysis of Data
47
website due to unavailability of customer feedback platforms customers will be unable to
interact with each other. Theory is not support with empirical data presentation.


Extra service. Creative Good (2000) mention several types of extra features which are
used to add value to the service or products on offer. This could include extra or related
information on the products being sold or even links to other partner sites, and those that
aid the customer in buying or finding the right product. Bdgift.com recently providing
some extra services like as, the customers can checkout their product list which they have
selected before for making purchase at later time. Bdgift.com served very few extra
services, theory is partially supported with empirical data.

Customer service

Frequently ask questions. Constantine and Lockwood (1999) state that a well-designed
FAQ page should be arranged in three sections:
(1) Table of contents or topic list;
(2) List of questions organized by topic; and
(3) Index.
Bdgift.com provided frequent ask questions for the customers which is well decorated
.Table of content and Index are available in this site. Here list of the questions organized
by the topic. So customers can easily achieve their desired answer from FAQs.


Case two: Bdjobs.com

Interface/design

The first variable mentioned in the research question one is website interface/design.
Links. The navigation of a Website cannot be carried out without valid links (Constantine
and Lockwood, 1999; Spool et al., 1999). Bdjobs.com provided well structured link.
Browsers can easily switch from one link to another link. Due to transparent visual
appearance of this site browsers can easily find out their certain link. So we found that
links of Bdjobs.com supported the theory.

Consistency, menus and site map. According to Spool et al.,(1999) Each Website
represents a different business or value proposition and therefore the layout will differ
according to what the Website is offering. Furthermore, the pages within the Website
need to be consistent in appearance and design. The navigation and structure of the
Bdjobs.com is clear, simple and consistent. They keep the navigation in the right place as
per as the convention.Bdjobs.com followed the rules of navigation structured.
Consistencies of this website support the theory.

Spool et al. (1999) also found that users navigating sites with a site map were twice as
successful in finding what they wanted, compared to those sites without, and that
Analysis of Data
48
informing the customer of where they were was important. Bdjobs.com does not provide
any site maps. So we found that it does not support the theory.

Communication and feedback. Constantine and Lockwood (1999) examine the
communications & feedback principle which is the basis for any software design and is
especially important for interaction with customers on the Internet. Bdjobs.com has
systems for feedback from customer but I didnt get reply form them (Attached
Appendix). So we fount that this point partially supported with theory.

Search option. A search option whereby the user types in a word or words is useful for
targeting a product or certain information. It should be clear to the user whether the
search facility refers to the whole site or one particular section Cox & Dale (2002).
Bdjobs.com is search capable and it has a search option at the right middle side of the
homepage which make it more convenient for the customer to look for information.
Bdjobs.com search option criteria supported with theory.

Content

Content refers to what a Website actually offers in terms of information and is as
important as the design aspect. If the information is insufficient, misleading or irrelevant,
the customer will most likely to use a competitor site Cox & Dale (2002).

Selection. The breadth of selection of products and services should be relative to the e-
business and what it is offering; however, the access to the selection is important Creative
Good (2000). Bdjobs.com basically providing intangible product. Job seekers and
employers are main customer of this website for this reasons this website is well
decorated for the browser. All information are clearly mentioned in the first pages, just
customers will click for their desirable information in the website then users can easily
access for particular information.

Product/service information and availability. Vassilopoulou and Keeling (2000) argue
that for any product advertised on the Internet, a clear picture with all the necessary
information on brand, size, color, capabilities and price should be provided so that the
customer is not misled. Bdjobs.com basically based on the service oriented so this
websites normally emphasized on the availability of information. Browsers can easily
acquire their desired in formation after enter of the website. So we can say product &
service oriented informations are available in this site.

Delivery information. Ideally, any delivery information (i.e. shipping cost and expected
delivery times) should be made accessible from the home page or with the product
information so that customers are aware of the prices before they begin to make any
purchases (Vassilopoulou and Keeling, 2000). Bdjobs.com providing intangible product
to the customer, question of delivery is not applicable here. Here theory is not supported
with empirical data.

Analysis of Data
49
Policies, charges, terms and conditions. According to Clicksure (1999) states a company
that offers a quality certification for e-businesses that they can put on their Website. In
return the e-businesses must ensure that company policies on canceling orders, returning
goods and refunds as well as the terms and conditions of the sales are accessible to the
customer throughout the Website. Bdjobs.com has specified terms and policy regarding
customer dealings. Charges of advertisement, terms & conditions clearly mentioned their
website.

Security and reliability. The risk of fraud on-line is proposed to be the same as paying by
credit card in a restaurant; however, customers are far more reluctant to give out card
details on-line and new ways of paying for goods over the Internet are being rapidly
developed. Some e-businesses have their security managed by a third party, as described
by Vernon (2000). Payment through credit card is not applicable at Bdjobs.com, method
of payment is by cash or bank draft. So there are no questions of security of payment in
the website. So theory is not supported with empirical data.

Accessibility, Speed & Security

Accessibility. Gann (2000) also emphasizes the fact that Websites must be accessible 24
hours a day, seven days a week, and 365 days of the year. Bdjobs.com is accessible for
24hours a day, seven days a week, 365 days of the year. Thats why Its easily accessible
for the browsers at any time.

Speed of download. According to a study conducted by Forrester Research, the maximum
time consumers are willing to wait for a Web page to download, before becoming
frustrated (Nelson, 2000). The page in the site are not fast to downloaded, with Microsoft
internet explorer 6 and if 10Mbs modem it takes 10second to download the homepage.
Some time users become frustrated to download Bdjobs.com home page. Theory is
partially supported with speed of download at Bdjobs.com

Privacy protection. As argued by Culnan and Milberg (1999), privacy is concerned with
making consumers feel comfortable with disclosing personal information. This involves
simultaneously communicating to the consumer the benefits of disclosure, while also
providing assurances those disclosures will be protected. Bdjobs.com is not firmly
committed to the privacy of their clients. Even they didnt develop the policy to keep the
customers information secured. So empirical data is not supported by the theory.

Customer relationship

Recognition. By asking customers to fill in a user ID and password, e-businesses can
tailor the Websites to a particular customer Creative Good (2000). Bdjobs.com has
systems to customer recognition by providing users name and password. When customers
will go to this site for submit CV they will provide only the users name and password
instead of giving the details again.


Analysis of Data
50
Customers feedback platform. Just as customers should be able to interact with the e-
business, customers should also be able to interact with each other from customers
feedback platform. (Verdict, 2000). Bdjobs.com has customer feedback platform for
assist them. Customers can suggest them for improvement or can discuss their problem.
Theory is supported with empirical data presentation.

Extra service. Creative Good (2000) mention several types of extra features which are
used to add value to the service or products on offer. This could include extra or related
information on the products being sold or even links to other partner sites, and those that
aid the customer in buying or finding the right product. Bdjobs.com providing some extra
services which make benefited to the customers. Bdjobs.com is not providing vast
amount of extra services, so theory is partially supported with empirical data.

Customer service

Frequently ask questions. Constantine and Lockwood (1999) state that a well-designed
FAQ page should be arranged in three sections:
(1) Table of contents or topic list;
(2) List of questions organized by topic; and
(3) Index.
Bdjobs.com provided frequent ask questions for the customers which is well decorated.
Table of content and Index are available in this site. Here list of the questions organized
by the topic. So customers can easily achieve their desired answer from FAQs.


6.1.2 Cross-case Analysis

Research question one: How can website be described?

Both similarities as well as the differences were identified during the comparison
between the Bdgift.com and Bdjobs.com The following table 3 will disclose the
identified variables of two different cases with a coding system.

Table 3: Website description

Variables Case one/Bdgift.com Case Two/Bdjobs.com
Website Interface:
Links +/+ +/+
Consistency and menus +/+ +/+
Site maps -/- -/-
Communications & feedback -/+ -/+
Search option +/+ +/+
Content
Selection +/+ +/+

Analysis of Data
51
Extension from Table-3
Variables Case
one/Bdgift.com
Case Two/Bdjobs.com
Product service information and
availability
+/+ +/+
Delivery Information +/+ -/-
Policies, charges, terms & condition +/+ +/+
Security & Reliability +/+ -/-
Accessibility, Speed & Security
Accessibility +/+ +/+
Speed of download +/+ -/+
Privacy Protection +/+ -/-
Customer Relationship
Recognition +/+ +/+
Customer feedback platforms -/- +/+
Extra service -/+ -/+
Customer Service
Frequently ask questions +/+ +/+


Coding: +/+ = Support the theory
-/+ = Partially support the theory, neither positive nor negative (Neutral)
-/- = Not support the theory, negative
+/- = Found new in the case but not in the theory.

Interface

The first variable under research question one was reviewed and no differences were
noticed between two cases. Both cases supported theory regarding link of website. Well
navigated link can make appeal for positive web experience of customer. From our
observations we found similarities of both cases in the consistency and menus. Both cases
visual appearance of home pages reflect the consistency of their home page. Site map is
not available in the both cases, here also similarities between two cases. Communications
and feedback partially supported to the theory. In both site has communication and feed
back systems, for reliability of our cases we have sent mail to the company site from their
communications and feedback options. We have been waited 3days but we didnt get any
reply from them. They have systems to communications and feedback thats why we can
say theory is partially supported with our data presentation in the both cases. In the both
cases search options are well decorated for the users so theory supported with our data
presentation.






Analysis of Data
52
Content

Selection of product is very important issue of a good website. If customer is unable to
select their desirable product they will not agree for further visit of website. We found
similarities between two cases in the selection of product. In the both cases browser can
easily select their desired product or services from websites. Product and service
information availability is another important issue of a good website, without proper
information users will be confused to use. Form our empirical data we found existence of
proper product and service information availability in the both cases. Delivery
information is available in the first case, how to delivery, when it to delivery everything
clearly mentioned in the first case so theory is supported with first case but in the second
case, Bdjobs.com providing intangible product, their service is not providing any physical
existence of product thats why delivery information is not applicable their website.
Theory is not supported with empirical data in this case. So we observed case one
supported with theory and case two is not supported with theory. Policies, charges, terms
& conditions are vital for a website. Website policy should be transparent to the
customer, in both cases well structured policies exist for the customers and users.
Securities & reliability is crucial issues for the users, every one want secured payment,
customers usually dont want to take risk, case one bdgift.com is well secured, they are
maintaining international standard of payment so theory is supported with empirical data.
In case two bdjobs.com didnt maintain credit card payment so security question is not
applicable for the customers who want to pay through website.

Accessibility, Speed & Security

According to the theory website should be accessible 24hours a day 7days a week, and
365days a year. Both cases of websites maintaining accessibility according to theory.
Speed of download is important issue for the users. Browsers dont want to spend more
time for download a particular website. If how page download takes more time users will
switch to another website. We found from first cases speed of download is flexible but in
second cases speed of download is little bit slow due to lot of functions of their website.
First cases theory is fully supported but in the second cases theory is partially supported.
Question of privacy, every one is aware about their privacy. In case one Bdgift.com
maintained privacy properly but case two Bdjobs.com dont have any particular privacy
policy due to absent of privacy policy Bdjobs.com not supported defined theory about
privacy.

Customer Relationship

Customer relationship is another vital issue for website, company has taken different
promotional actives for customers. In the both of cases, websites providing users name
and password for customer recognition. Customer can review and edit their informations
by using users name and password. Theory is supported with both cases. Customer
feedback platform is important for customer relationship. From empirical data we found
in case one Bdgift.com they are not maintaining customer feedback platform. Customer
interaction is depend on feedback platform but customer feedback platform is absent in
Analysis of Data
53
the case one, theory is not supported with empirical data in the case one. Customer
feedback platform is existing in the case two, customer can assist for website
improvement, and customer can easily interact with website activities. Theory is
supported with our explained empirical data. Extra services is important for attract to the
customer, extra services become loyal to the customer. In the both cases, providing few
extra services to the customer. Theory is partially supported to the empirical data in the
both cases.


Customer Service

The last variable under research question one was reviewed and no differences were
noticed between two cases. Both cases customer services are present through well
structured FAQs. Customers can achieve their desired question through FAQs instead
of direct contract of via e-mail. In the both cases theory are supported with our
observation and empirical data.


6.2 Analysis of Research Question Two

6.2.1 within case analysis

Case one: Bdgift.com

Attracting

One of the main objectives of a company with an Internet presence is to attract a variety
of interested parties to its Website. The term attracting refers to online and other media
promotion and advertising strategies used to get individuals, groups, and organizations to
visit a Website. This is done in many different ways. Firms with well established names
need only inform the public of their location on the Internet (their URL). However, new
firms or less well-known organizations need more intensive methods to attract customers.
These can include banners, gifts, games, free products or services and/or extensive
television campaigns Simeon (2001). Regarding attracting the first respondent, from
USA, mentioned that he user of Bdgift.com, when he intends to buy something for
special occasions. He described that bdgift.com website creates a positive image in the
mind of Bangladeshi citizen staying in USA due to their commitment to the customers.
Moreover the respondent read Bangladeshi Newspaper in Internet and noticed about the
Bdgift.com website from that website. Bdgift.com posted their banner advertisement in
most renowned newspaper website. Another respondent form Uk, he browse this website
seldom but not for purchasing purpose because he noticed that they are charging more
price .But he appraises the website for providing this kind of services and in future he
will buy gifts from this site. From over all view of respondent, Bdgift.com attracts them
due to visual appearance and their dedicated services. From out come of this analysis we
found empirical data is supported with theory.

Analysis of Data
54
Informing

Websites must provide content, information Website visitors will value. Typically, for
commercial Websites this would include information about the company and its products
and services. A Websites content, how it is presented, and how easily it can be accessed
by visitors to the site will be important influences on consumer behavior. Website users
are likely to be very involved and active in obtaining information (Perry and Bodkin,
2000). From our empirical data presentation we found Bdgift.com is decorated with full
of information according to the respondent. Graphic interface is attractive in terms of
color and picture they included in their website. On the other hand, respondent described
the user friendliness in the way that eases of use of information and navigation of the
website. He likes the options of cart which is helpful for him to manage all desired
products in one basket. Visitors will be attracted to visit this website due to this they will
also be influenced to buy from this website. We found vast of product & service related
information in the bdgift.com site thats the one of criteria to effectiveness of websites.
So theory is matched with Empirical data presentation.

Positioning

Positioning concept refers to activities which show the service and differentiation
strategies of a Website. The service that a site provides helps to define the character or
image of that site Simeon (2001). Regarding positioning the first respondent mentioned
that through offering a wide range of products and customized products the website able
to create positive impressions to the customers. Respondent also suggested providing
extra services for those products which is not available in their website. Finally he
described that buying procedure is convenient in terms of time. Moreover the recipient
received the gift in due date. Finally respondent described that buying procedure is
convenient in terms of time. Moreover the recipient received the gift in due date.
Bdgift.com, their dedicated service and different strategies make good impression to the
customer. We can say positioning of this site is accepted to the customer due to wide
range of services.

Delivering

The delivery function emphasizes on the way the Website provides reliability, speed,
security and interactivity (Simeon, 2001). First respondent mentioned. As a consequence
when the recipient stays far from the city centre they are not giving warrant for such
types of products but they mentioned that in delivery terms and conditions. On the other
hand they are proving after sales services for electronic products and delivering the
products to the door of the recipient. Customers can pay their bill through his Visa card
and this is convenient way for paying the bills for the customer. They are not worried
about the misuse of their card because Bdgidt.com using renowned third party system for
collecting their bill. As it is mentioned in the company website that the information
which customers are providing are not using for another purpose or not selling this
information to another company, customers are not worried about the security of
information. After all, the delivery of this website is satisfactory in all of the above
Analysis of Data
55
discussed aspects. So the functions of reliability, speed, security and interactivity are
existed to the Bdgift.com due to this theory is matched with our empirical data
presentation.


Case two: Bdjobs.com

Attracting

One of the main objectives of a company with an Internet presence is to attract a variety
of interested parties to its Website. The term attracting refers to online and other media
promotion and advertising strategies used to get individuals, groups, and organizations to
visit a Website. This is done in many different ways. Firms with well established names
need only inform the public of their location on the Internet (their URL). However, new
firms or less well-known organizations need more intensive methods to attract customers.
These can include banners, gifts, games, free products or services and/or extensive
television campaigns Simeon (2001). In the empirical data presentation we found opinion
from male and female respondent about attraction of Bdjobs.com. The website of Bdjobs
taken different promotional activates for attract to job seeker. The company also arrange
seminar and training for job seeker with the people or organizations who are expert in
providing career based services. Though the new technology replaces the old system of
application process for job but could not eliminate it totally. The job portal is now a
brand itself in Bangladesh due to their dedicated service to their members as well as to
employers. The site also posted the banner advertisement of another website who are
providing career related service such as website link for higher studies in abroad and
consultancy service for writing CV, cover letter. Apart from this, the website provides
affiliate services with other organizations. For example, the visitors will get the web
address of Internet service providers (ISP) which is necessary for everyone to send CV
through online. Visitors are attracted by the website bdjobs due to their dedicated service,
transparent visual appearance, lots of promotional activities and updated informations.


Informing

Websites must provide content, information Website visitors will value. Typically, for
commercial Websites this would include information about the company and its products
and services. A Websites content, how it is presented, and how easily it can be accessed
by visitors to the site will be important influences on consumer behavior. Website users
are likely to be very involved and active in obtaining information (Perry and Bodkin,
2000). Regarding the content of the website visitors replied that they are getting their
desired information. As an applicant requires the information such as job requirements,
job description and instruction of application procedure and he is getting all of this
information from this site. The female respondent also mentioned the same thing about
user friendliness as mentioned the male responded. She added that the graphical interface
of this site is good in terms of colour and graphic they used in this website. And the
information content is enough for her to search the desired jobs but she suggested that the
Analysis of Data
56
website can incorporate another search category based on the nature of company such as
MNCs, private and government. Empirical data presentation is supported with theory.

Positioning

Positioning concept refers to activities which show the service and differentiation
strategies of a Website. The service that a site provides helps to define the character or
image of that site Simeon (2001). Moreover, positioning helps a company to create a
positive image about the company in the mind of users. It also measures the effectiveness
of the website which is third variable under this research question. The male respondent
mentioned that he has a positive attitude about Bdjobs.com Though this is information
based website and there is no chance of mismatch between the website information and
the actual service. He described that the website make a positive image by providing
various search option and up-to-date information about job vacancy. The female
respondent described the image of this website that she has positive image in her mind
about the content and services of the website.

Delivering

The delivery function emphasizes on the way the Website provides reliability, speed,
security and interactivity (Simeon, 2001). The male respondent described that the website
is interactive with the members to a certain extent. There is no live help option for
visitors where they can interact with the person to solve their problem when browsing the
website. But the site is interactive in such way that they included FAQ options and e-mail
options to interact with them. Regarding the security of information the respondent
replied that the information they are giving to the website is not secure any more because
the website is selling the CV to corporate members. The corporate client can see all
members CV without members permission. But the respondent mentioned he is not
worried about the security of information. In contrast female respondent replied that she
is worried about the information security. She mentioned that the website can make an
agreement with the member about the information security describing the conditions of
using the information. Regarding the delivering of services she added that though the site
is information based and there is no existence of physical product she is not considering
this factors as an important for this site.












Analysis of Data
57
6.2.2 Cross-case Analysis

Research question two: How can effectiveness of website be described?

Both similarities as well as the differences were identified during the comparison
between the Bdgift.com and Bdjobs.com The following table 4 will disclose the
identified variables of two different cases with a coding system.

Table 4: Effectiveness of website
Variables Case one/Bdgift.com Case Two/Bdjobs.com

Attracting +/+ +/+

Informing +/+ +/+

Positioning +/+ +/+

Delivering +/+ -/-

Coding: +/+ = Support the theory
-/+ = Partially support the theory, neither positive nor negative (Neutral)
-/- = Not support the theory, negative
+/- = Found new in the case but not in the theory.



Attracting

The first variable under research question two was reviewed and no differences were
noticed between two cases. Both cases supported theory regarding attracting of website.
Here case one website creates a positive image in the mind of Bangladeshi citizen staying
in USA due to their commitment to the customers. Moreover the respondent read
Bangladeshi Newspaper in Internet and noticed about the Bdgift.com website from that
website. Bdgift.com posted their banner advertisement in most renowned newspaper
website. In the Case two, respondents are attracted due to different promotional activities,
the site also posted the banner advertisement, and the website provides affiliate services
with other organizations for the interest of customers. Attracting is the most important
criteria of effectiveness of website, here we found in the both cases fulfilled this certain
criteria.






Analysis of Data
58

Informing

Second variable of research questions two were viewed and no differences found between
two cases. Both websites are well decorated on the basis of vast information. User
friendliness in the way that eases of use of information and navigation of the website.
Both of the web site provided their all product and service related informations due to
this customers are well informed about their product and services. In the both cases
theory is matched with our empirical data presentation.


Positioning

Regarding positioning the case one offering a wide range of products and customized
products the website that able to create positive impressions to the customers. In the case
two respondents mentioned that he has a positive attitude about this website though this is
information based website and there is no chance of mismatch between the website
information and the actual service. Form both of the cases, positioning are clear to the
respondents according to the theory. Empirical data is matched with theory.

Delivering

Case one clearly mentioned about their delivery information in the website, their also
cited shipping cost, how long times to take delivery and others related informations
regarding delivery. In the case one reliability, security and interactivity are well formed
in this website. In the case two, regarding the delivering of services though the site is
information based and there is no existence of physical product here considering of this
factor is not important for this site. We found in cross case analysis from case one,
empirical data is matched with theory and case two theory is not supported with empirical
data.







Conclusions & Implications
59
7. Conclusions & Implications

In this chapter answers will be provided base on the previous chapters discussion and
the research questions posed in the first chapter. First of all findings will be provided on
each research question, thereafter a conclusion will be based on analyzed data. Finally,
implications for further research will be suggested.

7.1 How can the website be described?

From our observation we found that the easiest way to be reliable to the customer is to
maintain an easy and simple image in the companys website, which created positive web
experience to the customer. This can be done by having transparent interface, rich
content, easily accessible information and having a design that facilitates multiple
audiences. In all two cases, the website has followed this rule of having a simple
environment, providing comprehensive informations & having rich content & properly
maintained customer relationship & customer services. The main objective of these
website has been to provide lucid information, which motives the customers to purchase
services & products. Our findings also indicates that apart from the content of website
and design of the pages, accessibility & simplicity, degree of interactivity securities are
some issues companies should be careful considering the above mentioned factors. Our
selected theories recommend maintaining positivism regarding these factors in the
website description to create positive web experience to the users. However we have
observed that most of our cases still maintain these factors in line with the theories. It
was impossible for our observed companies to maintain all points because of
technological, infrastructural, economic & awareness factors.

Considering all above mentioned situations we made the following conclusions regarding
our RQ-1,

Website interface & its qualities are important in terms of targeting & facilitating
to the customer.
An effective search engine takes the browsers to the distinctive position of the
companies and its products.
Website content plays an important role in the online environment, which play
vital role to achieve customer.
Selection of product, availability of information, companys policies, terms
conditions plays vital role to attract the customers.
Product delivery process, quick answering ability & accessibilities are considered
important while customer intend to involve with websites.
Customer interactivity, client relations, and feedback and customer service
before-during and after sale these are considered most interactive parts in the
websites.
Securities & privacy of informations are key areas the company should emphasis
on.

Conclusions & Implications
60
To make positive web experience to the customer the above factors played vital role to
the companies websites.

7.2 How can the effectiveness of website be described?

Effectiveness of website is the potential factors to make positive web experience to the
customer. Our respondents are attracted by using form Bdgift & Bdjobs.com due to
effective use of their website content, visual appearance etc. that make positive web
experience to the customer. Website effectiveness is also depending on availably of
informations. Both are well informing website. Moreover, positioning helps a company
to create a positive image about the company in the mind of users. It also measures the
effectiveness of the website which is third variable under this research question. Most
important component of Indications of Effectiveness of website is interactivity. We found
from analysis those websites are interact with customer.

After having discussed the final research question we have drawn more specific
conclusions concerning this area and these are displayed below:

There are several ways for company to access the effectiveness of its website &
this studies shows that the company use some of the methods available for
assessing the site that create positive web experience to the customer.
These studies suggest that verbal feedback from customer also can help
companies to assist their website.
Organizations are still struggling to find effective Web strategies. The reason is
the inherent difficulty of evaluating the effectiveness of these strategies.
Effectiveness of website can make positive impression to the customer. Company
should more careful about effectiveness of their websites.
Most important component of indications of effectiveness of website is
interactivity, both of the websites should be more concentrated about interactivity
for more effective of their websites to the customer.


7.3 Implications

The conclusions that have been drawn in the previous section finally bring this thesis to
an end. Here implications for the various fields where this study can be useful will be
presented. These are implications for management, theory & future research.

Implications for management

There are several issues that can be given as implications for management. These issues
are listed below:

The website can be an important element in a companys marketing
communications activities. It is there for important to use it in an appropriate way
& to provide rich content & to keep it updated to attract and maintain customers.
Conclusions & Implications
61
The study shows that it is important for companies with website to emphasis on
creating a well structured website. Manager should consider that it is beneficial to
spend time on the design because this can help the company attract visitors, which
in turn can become customer.
The use of feedback is very important for online service. Automated e-mail and
instant massage should be used more extensively than it is at present.
It is essential to assess the effectiveness of a website. By doing this, a company
can improve their site and its help to make positive web experience to the
customer.

Implications for theory

The theories presented in this study have various aspects of website design, content,
security, accessibility, customer relationship, service, effectiveness and the information
they provide. Website description & effectiveness theory discussed in background
chapter laid the foundation of our research. Our research highlights the description &
effectiveness of the websites at the customer service perspective. The contribution to
theory of this thesis is based on the empirical data information two websites regarding
our research question. Two case studies have given us intensive understanding on the
area of our research.

Implications for future research

Our research highlights the attributes of good websites, which plays vital role to adapt
customer to a particular website & its also make positive web experience to the
customer. It gives a deep insight of the importance of this particular area and further
scope for research in the future. A more comprehensive study could be conducted further
considering the following points:

To make the same study on a larger sample of companies.
To conduct the same study on large companies to see if they differ from small
one.
Customer web experience could be included for further research.













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Home page observed for two cases:

www.bdgift.com (Last Visited Dec. 29, 2006)
www.bdjobs.com (Last Visited Dec. 29, 2006)












Appendices

i

Appendix A: Observation Checklist

We have observed the websites of our two cases from the users perspective; one is
www.bdgift.com and www.bdjobs.com. We intended to perform the observation from
the following perspectives on the companys homepages where the two RQs were main
directions and we have listed here the theories and concept we have relied on.

Company Name:
Company Business:
Product & Services offered by the company:
Online activity of the company:





































RQ 1. How can the website be described?

Website Interface:
Links
Consistency, menus and site maps
Communications & feedback
Search option

Content:
Selection Product/service information and availability
Delivery information
Policies, charges, terms and conditions
Security and reliability

Accessibility, Speed & Security:
Accessibility
Speed of download
Privacy & Security assurance

Customer Relationship:
Recognition
Customer feedback platforms
Extra service

Customer service:
Frequently ask question




Appendices

ii

Interview Guide (For Research Questions 2)

Name of the respondent:
Sex:
Occupation:
Location:


Attracting:

1. How many years you are buying gift items from bdgift.com website?

2. How many transactions you did with this website?

3. Why you are buying from this particular website?

4. How you got information about this website?

5. Have you recommended to your any friend or family member to buy from this
site?

6. What are the positive aspects of this website which is attracting you to buy?

Informing:

7. Do you think the information contents of this website are enough for user to get
required information?

8. Do you think the website is user friendly? Why?


Positioning:

9. Whats your perception about this websites product price?
10. Are they offering any discount for online customers?
11. Is there any option in this website to order customized products?

Delivering:

12. Have you every faced any problem to transact with this website?

13. Do you think the website is secure for making payment or providing information?

14. Is there any customer support in the website?

Appendices

iii
Appendix- B



Home page of company (www.bdgift.com) case one.



















Appendices

iv

Appendix B-1



Home page of company (www.bdjobs.com) case two


















Appendices

v
Appendix B-2



The above screen shot is the feedback from provided bdgoft.com (Case 1). The feedback
form was filled up & sent on 27
th
dec. 2006.


















Appendices

vi



Appendix B-3




This screen shot is the massage of successful sending the form.















Appendices

vii
Appendix B-4






The above screen shot is the feedback from provided bdjobs.com (Case 2). The feedback
form was filled up & sent on 27
th
dec. 2006.