Integrating web site design features for 'one-on-one' marketing: a QFD framework
Hamilton, John, and Selen, Willem (2002) Integrating web site design features for 'one-on-one' marketing: a QFD framework. Change Management : proceedings of the 7th International Conference on ISO 9000 and TQM. 7th International Conference on ISO 9000 and TQM , 2-4 April 2002, Melbourne, VIC , pp. 93-94.
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Numerous articles and books have described how to build "effective" websites, but, very little actual research has investigated the impact of website design features on Internet browsing and purchase behaviour. This research addresses this issue by developing an integral design framework based on Quality Function Deployment (QFD), which links the marketing features of the product or service to be promoted (sold) to each different market segment, to core functionalities of the web interface that is to promote the product or service. The web interface-functionalities are then translated into technical web design features and web design functions to effectively promote the product, and hence induce more sales. The framework is illustrated through a generic example of promoting a mobile phone on the web to three differing customer group segments.
This paper sets a research agenda for varying website design interfaces, thus enabling 'one-on-one' Web browsing and the altering Internet purchase behaviour.
|Item Type:||Conference Item (Abstract / Summary)|
|Keywords:||QFD framework; web site design|
|FoR Codes:||15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150302 Business Information Systems @ 100%|
|SEO Codes:||89 INFORMATION AND COMMUNICATION SERVICES > 8999 Other Information and Communication Services > 899999 Information and Communication Services not elsewhere classified @ 100%|
|Deposited On:||31 Aug 2012 09:07|
|Last Modified:||07 Sep 2012 18:01|
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