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Interacting with Computers
Volume 19, Issue 1, January 2007, Pages 83-95
Moving Face-to-Face communication to Web-based systems
 
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doi:10.1016/j.intcom.2006.06.003    How to Cite or Link Using DOI (Opens New Window)
Copyright © 2006 Elsevier B.V. All rights reserved.

Evaluating the effectiveness of customers’ communication experiences with online retailers – A study of e-mortgages

Jane CoughlanCorresponding Author Contact Information, a, E-mail The Corresponding Author, Robert D. Macrediea and Nayna Patela

aSchool of Information Systems, and Computing and Mathematics, Brunel University, Uxbridge, Middlesex UB8 3PH, UK

Received 10 August 2005; 
revised 2 June 2006; 
accepted 21 June 2006. 
Available online 28 August 2006.

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Abstract

Retailers increasingly use the Internet for supporting customer interaction in the delivery of products and services online, whilst simultaneously displacing direct communication to a seller with ‘faceless’ technology. Research has tended to marginalise the importance of this communication change, possibly because of the lack of appropriate models for evaluating communication effectiveness. This paper therefore seeks to develop and apply such an evaluative model, which is underpinned by communication theory. The context of application is e-mortgage lending – based on the selection of two banks’ interfaces – as evidence suggests that this type of e-commerce activity presents difficulties in electronic communication where, for example, the customer need for face-to-face mortgage advice prevails. Findings from the model’s application reveal that whilst users respond socially to the interfaces, a number of communication problems can be identified by theme. Reflection is provided on the model’s usefulness for evaluating the effectiveness of customers’ online communication experiences.

Keywords: Communication; Interactivity; E-mortgages; Online banking; E-commerce

Article Outline

1. Introduction
2. Theoretical background
3. A conceptual framework of communication effectiveness within e-commerce
3.1. Lending online: e-mortgages
4. A research model
5. The evaluation study
5.1. The mortgage application interfaces
5.2. Participants
5.3. Data collection
6. Results
6.1. Coding user utterances
6.2. Mapping themes to levels of communication
7. Discussion
8. Implications
9. Conclusions
References




Interacting with Computers
Volume 19, Issue 1, January 2007, Pages 83-95
Moving Face-to-Face communication to Web-based systems
 
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