Navigating customer satisfaction - web-site issues

It is widely recognised that many corporation are now using Web sites and the Internet in their efforts to satisfy customers. The fact that the Web site features are capable of influencing companies´ image, is not only playing a significant role in how these companies cater to their customers´ needs, but is also a reflection of how important it is to have a Web site that is easy to navigate. The research reported in this paper investigates the role of Web site navigational features in helping to shape company image. It further investigates the influence of specific Web site attributes in portraying the image of the corporations. The research has found that a visit to an organization´s Web site can play a role in changing customer´s perception of the image of that particular company