Abstract :
The website plays a significant role in the overall marketing communication mix of e-commerce organizations. It complements direct selling activities, presents supplemental material to consumers, projects an organization image, and provides basic information to customers. Therefore, it is critical for e-commerce organizations to understand customer requirements, and then to improve the quality of website accordingly. In this paper, the main quality characteristics of e commerce website were described. Then, a multi-level deductive analysis model by utilizing the principle of quality function deployment (QFD) based on the "voice of customer" was proposed, i.e., website customer requirement deployment which translates website customer requirements into the request for every process of website, so as to apply the idea of customer satisfaction into the design and management system of e-commerce website. Finally, the validity of the model was verified through a case study.
Keywords :
Web sites; customer satisfaction; electronic commerce; marketing; quality function deployment; customer requirements; e-commerce Web site; marketing communication; multi-level deductive analysis; quality function deployment; Automation; Customer satisfaction; Educational institutions; Electronic commerce; Intelligent control; Quality function deployment; Quality management; Safety; Speech analysis; Web page design; QFD; customer satisfaction; e-commerce quality; website;
