Applying a multicriteria satisfaction analysis approach based on user preferences to rank usability attributes in Greek e-tourism websites

Muhtaseb, R.

Applying a multicriteria satisfaction analysis approach based on user preferences to rank usability attributes in Greek e-tourism websites

2010

Muhtaseb, R.

Nowadays, the internet is becoming the primary interface between customers (users) and the different types of businesses that utilize the inernet to sell products and services. Therefore, it is a great challenge for website developers to design successful e-business websites that allow the user to buy and sell through the internet. Following a user-centered approach, by integrating different usability evaluation techniques throughout the development lifecycle, it is nowadays a very crucial factor in the success of any on-line business, and the lack of a user-centered approach can potentially cost online businesses loss of customers. The purpose of this thesis is to identify and prioritize the factors that affect e-commerce website usability. Therefore, it presents the application of the multicriteria satisfaction analysis (MUSA) method to rank six usability attributes in eight Greek E-tourism websites, that will help usability specialists and e-commerce website developers to determine which usability attributes are more crucial to the overall usability and user satisfaction of a website. By using the MUSA approach in the usability domain to analyze the customer satisfaction for six usability attributes, website developers will be able to identify which usability attributes need more improvement effort. To demonstrate the utility of the MUSA approach in the usability domain, a quantitative approach was used; satisfaction data was collected through a questionnaire that targeted the master student population that uses e-tourism services. Participants were asked to fill in the questionnaire electronically using a customized windows application that was developed for that purpose.

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