QUALITY FUNCTION DEPLOYMENT IN EFFECTIVE WEBSITE DESIGN: AN APPLICATION IN E-STORE DESIGN

Abstract

Understanding customers’ expectations from a product and service is one of the most important issues in marketing. Quality Function Deployment (QFD) is an effective tool to develop a product, service, process, software, website and finally e-store (online shopping website) design from customers’ perspectives or wants. In this paper, how an e-store can be designed using QFD and House of Quality (HOQ) methodologies is highlighted. Researches and interviews are conducted on 30 e-customers (electronic or online shopping customers) in order to find out what e-customers want and to understand e-customers’ expectations from e-store design. At the end of this study, some e-store design recommendations that will enable the e-store designer to deliver a higher level of e-customer satisfaction are made.

Keywords

• Quality Function Development, House of Quality, Website Design, Internet Marketing

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