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The value of the post-purchase stage : assessing a digital customer journey model to improve the user experience of a business-to-consumer environment

Gelhever, C.P.M. (2022) The value of the post-purchase stage : assessing a digital customer journey model to improve the user experience of a business-to-consumer environment.

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Abstract:The purpose of this study is to assess Mangiaracina's (2009) digital customer journey map, which is designed to quantitatively compare B2C websites on their level of user experience. What is missing is how this model may be utilized to qualitatively improve the user experience of a B2C website to obtain more useful feedback for website design. In addition, literature has shown that the post-purchase stage is an important element in modern purchase models, therefore possible extension of the original map will be investigated. To answer the research questions, seventeen women were observed using a B2C website. During the test, the participants' user experience was measured qualitatively to test the model for its usefulness and possible extension. The results of the study show that using the model reveals the main frustration points participants experience while using the B2C website. In addition, the results show that the post-purchase stage is considered an important part of the online user experience. Mangiaracina's (2009) digital customer journey map appears to be an appropriate model to qualitatively evaluate the user experience on a B2C website, provided the post-purchase stage is added to the model. A revised Digital customer journey model is proposed.
Item Type:Essay (Master)
Clients:
L. ten Cate, Geesteren, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/89640
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