Authors: Matthew P. Bunker; Mohammed Y.A. Rawwas; Darrel E. Bartholomew
Addresses: University of Northern Iowa, 338 Curris Business Building, Cedar Falls, IA 50614-0126, USA ' University of Northern Iowa, 343 Curris Business Building, Cedar Falls, IA, 50614-0126, USA ' Rider University, 2083 Lawrenceville Road, Lawrenceville, NJ, 08648, USA
Abstract: Usability studies coupled with the 'think aloud' protocol allow firms and researchers to gain insights into people's web browsing experience. The purpose of this exploratory study is to gain additional insights into the customer perceptions of the webpage experience. Thirty respondents browsed restaurant webpages while using the 'think aloud' protocol. Three major themes that emerged from the analysis are: 1) respondents create future experiences through their interactions with the website; 2) Servicescapes have a large influence on respondents' decision to patronise the restaurant; 3) customer interface plays a multidimensional role in influencing customers' choices. The usability studies revealed customer thoughts and feelings that might be missed if other internet research methodologies were utilised. Usability studies do not replace these methods, but they do have a place within the large arsenal of internet research methodologies.
Keywords: usability studies; think aloud protocol; webpages; restaurants; services; experiential quality; servicescape; customer interface; consumer voice; website analytics; web browsing experience; customer perceptions; customer choice.
International Journal of Business Information Systems, 2016 Vol.23 No.1, pp.116 - 130
Received: 13 Nov 2014
Accepted: 22 Feb 2015
Published online: 31 Jul 2016 *