Online mystery shopping of information security products
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School of Business |
Master's thesis
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Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
62+8
Series
Abstract
This thesis studies the user experience (UX) of Finnish telecom operator’s websites during the purchase process of information security products. The research focused on three areas of the purchasing process: 1) the navigation experience from the homepage to the shopping cart, 2) the chatbot experience and conversations, and 3) the post-purchase process experience. By comparing the UX of different Finnish telecom providers, the study identified factors that contribute to a more efficient purchasing process for telecom operators. As an explorative qualitative study, this thesis also provided a framework for assessing holistic user experience for online purchasing processes. Gathered qualitative data from online mystery shopping was used to compare telecom operator's UX and find improvement areas. The overall UX of Finnish telecom operators was perceived as effective based on short user journeys that required minimal clicks. However, we still found key improvement areas for each main area. Regarding website navigation, those are cluttered navigation bar, manual processing to the shopping cart, information overload & placement. For chatbot, we found that the operators had focused more on chatbot interfaces and friendly messaging style than on its “intelligence”. Chatbot response accuracy and repeated general answers could be enhanced by backend logic improvements. The post-purchasing process also revealed differences in message timing which operators should pay attention to.Description
Thesis advisor
Parvinen, PetriKeywords
user experience, usability, user journey, online customer experience, user experience questionnaire, system usability scale, chatbot usability scale, chatbots