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Running head: WEBSITE DESIGN AND CONSUMER SATISFACTION
Website Design and Consumer Satisfaction
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WEBSITE DESIGN AND CONSUMER SATISFACTION
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Contents
Cover page ………………………………………………………………………………………………………………………1
Table of contents …………………………………………………………………………………………………………….. 2
Abstract ………………………………………………………………………………………………………………………………4
Introduction ………………………………………………………………………………………………………………………..5
Objectives ……………………………………………………………………………………………………………………………5
Main Objective …………………………………………………………………………………………………………………………….5
Specific objectives…………………………………………………………………………………………………………………………5
Research questions ……………………………………………………………………………………………………………………….6
Justifications for the Study …………………………………………………………………………………………………6
Problem statement ………………………………………………………………………………………………………………7
Literature Review ……………………………………………………………………………………………………………….8
Visual Appeal ……………………………………………………………………………………………………………………………….8
Order and Organization……………………………………………………………………………………………………………….9
Usability/Maneuverability of a Website ……………………………………………………………………………………. 10
Customer Reviews …………………………………………………………………………………………………………………….. 11
Summation of the Literature Review ………………………………………………………………………………. 11
Proposed Recommendations (Solutions) ………………………………………………………………………….. 12
User friendly Website designs …………………………………………………………………………………………………… 12
Moderated pricing…………………………………………………………………………………………………………………….. 12
Brand selection and availability of variety………………………………………………………………………………… 12
Implementation of Recommendations ……………………………………………………………………………… 12
User friendly Website designs …………………………………………………………………………………………………… 12
Moderated Pricing ……………………………………………………………………………………………………………………. 12
Brand selection and availability of variety………………………………………………………………………………… 13
Evaluation & Follow Up……………………………………………………………………………………………………………. 13
Conclusion……………………………………………………………………………………………………………………….. 13
References ……………………………………………………………………………………………………………………….. 14
WEBSITE DESIGN AND CONSUMER SATISFACTION
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WEBSITE DESIGN AND CONSUMER SATISFACTION
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Abstract
The design of websites is important in influencing the satisfaction rate of consumers.
There is great need to focus on the strategies that improve the differentiation of the website and
that help in focusing on the changing needs of the consumers. The analysis of the information on
the website is important as it guides the purchasing decision of the consumers and necessitates
the improvement of the mechanism of review of the products and the satisfaction levels of the
consumers. The need to focus on the role of the organization in building its brand and the
improvement of usability of the website are important as both are central to e-commerce and the
improvement of the profitability of the company in the long run.
Keywords ：Website, Consumer, Satisfaction, e-commerce, Online
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Introduction
Customer satisfaction is essential to all businesses. Businesses must be able to determine
the expectations of the service or the product that customers have. An indication of the
successful performance of a business is in exceeding the expectations of the consumers. It
increases the competitiveness of the organization in the market (Hsu et.al., 2012). It is important
that there is competition in the market for the satisfaction of the consumers as it helps in the
development of the strategies that advance the differentiation of the operations of the
organization. In an era where technology has contributed to the use of e-commerce, it is
important that there is focus on the role of the company websites in the improvement of
consumer satisfaction. Improved customer satisfaction in e-commerce requires improvement in
how the consumer interacts with the business (Casaló et.al., 2008).
Objectives
Main Objective
To determine how website design influence customer satisfaction
Specific objectives
a) To examine how website visual appeal influence customer satisfaction
b) To determine the impact of website order and organization on customer satisfaction.
c) To understand the influence of website Maneuverability influence customer satisfaction
d) To examine the impact of website customer reviews influence customer satisfaction
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Research questions
1. What is the impact of website visual appeal on customer satisfaction?
2. How does website order and organization influence customer satisfaction?
3. What is the impact of website Maneuverability influence customer satisfaction?
4. How does website customer reviews influence customer satisfaction?
Justifications for the Study
Satisfaction rates
The elements of the websites must be regularly examined to help increase the satisfaction
rates of the consumers. The satisfaction of the consumers is enabled by the level of interaction in
the system and the indication of the areas where their shopping efficiency is improved. It is
important that focus be placed on enhancing the satisfaction rates of the consumers as such
translates to improved sales for the company (Miguel Alcántara-Pilar et al., 2017). The
customization of the websites to fit the needs of the consumers is important in helping influence
the changes taking place in the market and the guidelines that help improve of the satisfaction
levels of the consumers.
E-commerce
The recognition of the role of the technology in the e-commerce efforts of the
organization and the integration of the use of the internet in everyday life are important as both
guide the design of the company’s websites and the connection of the company to consumers.
There is an analysis of the strategy that guides the buying and the selling process and the systems
that encourage the usage of the Internet (Bai, Law & Wen, 2008). The trend of the usage of the
websites as shown from an analysis of the data shows how the appeal of the website is
WEBSITE DESIGN AND CONSUMER SATISFACTION
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encouraging the purchasing process and identifying those areas that disengage the consumers
(Kincl & Strach, 2012). It is important that there is focus on the need for management to enhance
the appeal of the websites and the role played in increasing the efficiency of the purchases and
the delivery of the goods as it improves the satisfaction levels of the consumers.
Creating awareness
Understanding how website is likely to influence customer satisfaction will ensure that
there is a better understanding on the most suitable manner in which websites can be designed in
order to positively influence customer satisfaction. It will also help organizations realize
detrimental factors that have a high-level negative influence on customer satisfaction.
Improve business decision making
Business organizations always strive to create a better environment where they are
required to ensure that they have a better customer engagement where customer satisfaction is
essential. Therefore being in a position to understand the important web design layout that
customers prefer is likely to create a significant environment where it will be easier to achieve
customer satisfaction. This research will play a key role in identifying the important factors in
web design that influence customer satisfaction which will be key in business decision making.
Problem statement
Online shopping involves focusing on the process of buying and selling of goods. It
requires an enhanced website that portrays the information of the goods sold. The growth of
online shopping has increased and this creates the need to analyze the challenges that the
organization is likely to face and the management of the growth in the market. There is a need
for increased sales of the company products and usage of the Internet is central to the increased
purchase process. Evaluating the use of the Internet and the quality of the user experience helps
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in ensuring that there is an improvement of the services that the company offers and the analysis
of the convenience that the consumers get from the website. It means that the design of the
website and the ease of its usage creates the need to understand the changes in the satisfaction
levels of the consumers.
Literature Review
Visual Appeal
According to Güdük and Uc (2017), the visual appeal of the website is essential in
helping to increase the attractiveness of the website that in turn increases the traffic of the
consumers to the website. The appeal influences the online shopping strategy and the dominant
characteristic is to improve the satisfaction levels of the consumers. The quality of the website
should develop a relationship to the satisfaction levels of the consumers to the need for the
website and encouraging the consumers to engage with the website constantly. The improvement
in the appeal of the products and the focus on the establishment of the different intentions is
essential in helping to address the changes that continue to take place and the perception of the
services that the consumers receive. The creation of the interface is to encourage the positive
design of the website and the establishment of the correct intentions (Güdük & Uca, 2017).
Duarte Alonso et.al, (2013) states that product branding is essential in increasing the
efficiency of the product and this focuses on the building of trust with the consumers. The
company in this case needs to focus on the analysis of the changes taking place in the
environment and in the feedback of the consumers with the brands and its manufacturers. The
communication with the consumers using the brands is essential in creating an environment that
helps in the analysis of the performance of the products in the market and the platforms that
encourage the management of the expectations of the market (Duarte Alonso et.al., 2013).
WEBSITE DESIGN AND CONSUMER SATISFACTION
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Order and Organization
According to Francis, Martin and Taylor (2012), the order of a website focuses on the
arrangement of the products on the website such focus allows the company to improve the
satisfaction levels of the consumers. The creation of efficiency in the arrangement of the
products means that the consumers spend less time in looking for the product and this is
important in increasing the level of interaction with the company. It is important that there is a
categorization of the products and the clear labeling of the categories as it allows for the increase
in the management of the efforts of the organization in increasing the appeal of the products and
the company. The focus on the segmenting of the website helps in the creation of order, as
people are aware of where they should get the products required (Franics, Martin & Taylor,
2012).
Bartikowski and Singh (2014) assert that the pricing of products is important as it
encourages the purchasing behavior of the consumer. Management needs to focus on the
segmentation of their target market as this encourages the pricing of the products and the
attention that the consumers consider in the sale of the products. Pricing encourages the
customers to prioritize their needs and the analysis of the quality of the products. It is important
that there is consideration of the effectiveness of the pricing process as it enables the
management of the effects of the pricing strategy and the enabling of the number of the
consumers that access the website (Bartikowski & Singh, 2014). In this case, there is the
management of the areas where there is the minimization of sales. It also increases the need to
analyze the challenges of pricing in helping to increase the sales of the company.
Ong et.al., (2015) asserted that description of the product including its benefits is one of
the features that the consumers observe within a business website. It means that there is an
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analysis of information that the website portrays as it helps the consumers in making their
purchase decision. It means that there is need for the description of the products that is
persuasive as this is important in encouraging the improvement of the sales in the company. It
helps in increasing the efficiency of the sales team and the focus on dynamism created to
encourage the availability of the products in the market. In this case, there is the management of
the growth of the organization and the growth of the sales in the market (Ong et.al., 2015).
Lee and Kozar (2012) affirm that the use of websites in the selling of company products
is important in helping to understand the changes that continue to take place in the market and
the dynamism in the structure of the organization. There is an improvement of the efforts of the
company in helping to encourage the profitability of the company through the focus of the use of
e-commerce. Maintaining the usability and the dynamism of the website encourages the
marketing of the company’s products and the improvement of its interaction with consumers
(Lee & Kozar, 2012).
Usability/Maneuverability of a Website
Tanjung and Dhewanto (2014) states that the convenience that the consumers get is
through the improvement of the features of interaction, and this helps in the management of the
comfort of the consumers and the access to the online shop. The quality the features help in the
improvement of the intention of the consumers in their purchase and the survey that helps in
influencing the activities of the consumers. The satisfaction of the consumers helps in focusing
on the negative and the positive effects of the usage of the system, and this helps in the
conduction of the impacts of the website on the needs of the consumers (Tanjung & Dhewanto,
2014).
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Customer Reviews
According to Tsai (2017), when consumers purchase a product they are given the
opportunity to review the product. This is important for the organization as it increases the need
to market the products and improve the description of the product. The attitude of the consumers
is identified where there is the review of the products and this encourages the need to analyze the
changes taking place in the market. The need to increase the response rate of the consumers
comes from enhancing their role in giving feedback on the prices and the products and
encouraging their interaction with the company creating the need to embrace feedback (Tsai,
2017).
Summation of the Literature Review
Several factors may affect the consumer habit or tendency to purchase a product. Keen
attention should be given from structure, to brand, design, usability, and pricing of online buying
and selling platforms. Service quality has become a primary concern for any E-commerce
website where service quality is described as the difference between the perceived service and
the expected service. Most customers develop expectations about service prior to the service
encounter; it is therefore, that the website’s services are of high standards. In essence, it is
through branding, design, usability and pricing that the customers or target audience will receive
quality service. Quality of service is accompanied with reliability, competence, responsiveness,
access and courtesy
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Proposed Recommendations (Solutions)
User friendly Website designs
From the elements of accessibility to arrangement, order and description of products; the design
of a website to host an online shop should be tailored to the advantage of a customer in all
aspects.
Moderated pricing
All customers like price tags that are within their purchasing power. Website designs and pricing
of items should be modesty to ensure a positive customer attitude.
Brand selection and availability of variety
Online shops through their preferred websites should ensure that they avail a wide variety of
commodities for their customers to ensure high purchases.
Implementation of Recommendations
User friendly Website designs
This solely relies on the engineer or designer tasked with web designing. They should be experts
that simplify user modules and interfaces.
Moderated Pricing
The management should avoid over pricing of items and major on initiating subsidy schemes.
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Brand selection and availability of variety
The online sellers should diversify their item catalogs on a brand and merchandise level.
Evaluation & Follow Up
It could involve engaging an expert or personal monitoring. The biggest indicator is
higher consumer purchase or an increase in the time spent on a certain website by an individual
consumer.
Conclusion
Online trading is a big industry and the greatest aim is usually to impress a potential
customer from all dimensions. Web designers should always aim at always keeping a customer
excited and interested to satisfy their demands in online shopping. Navigation of the website
plays a critical role in determining whether the customer can use it for online shopping or not. It
is crucial that the e-commerce website is easy to navigate through, so that users spend less time
finding essential features of the website. For the e-commerce website to gain presence in the
industry, proper branding and market research on their closest competitors should be done so that
one understand what other market leaders are using and how to improve on their existing
services to counter competition.
WEBSITE DESIGN AND CONSUMER SATISFACTION
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References
Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and
purchase intentions: Evidence from Chinese online visitors. International Journal of
Hospitality Management, 27(3), 391–402. https://doi.org/10.1016/j.ijhm.2007.10.008
Bartikowski, B., & Singh, N …
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