3.3 Scope of the research
The model of Huizingh(2002) outlines that if the four rings are optimized, the number of loyal and returning customers will increase. However, not all rings need equal optimization in the PayPal case. This is outlined in table 1. Categorie RingSituation PayPal PayPal responsible
Priority Problem
Accessibility With e-mail marketing on the PayPal customer base traffic is generated to the website. Yes 1 No
Design The website is designed according the specifications provided by PayPal. Yes 2 ?
Offer The offer is generated by webshops. There are a few broad requirements that should be met that are set by PayPal.
Little responsibility; the requirements can be changed 3 ?
Table 2. Operationalization of factors in questionnaire
Question Used
1 Has an attractive appearance Yes
2 Has an appropriate style of design for site type Yes
3 Creates an audio-visual experience No
4 Can be depended on to provide whatever is promised Yes
5 Provides information which is free from errors Yes
6
Provides up-to-date
information Yes
7 Gives a time of delivery for products or services No
8 Has fast navigation to information Yes
9 Gives a professional and competent image Yes
10 Can process transactions competently No
11 Is easy to find and to return to No
12 Is easy to find your way around Yes
13 Has things where you expect to find them Yes
14 Is a site with a good reputation Yes
15 Guarantees services or products offered No
16 Feels safe to complete transactions No
17 Gives confidence that it will deliver products or services No
18 Makes it easy to give feedback or contact the organisation Yes
19 Provides information content that is easy to understand Yes
20 Provides information at an appropriate level of detail Yes
21 Communicates information in an appropriate format Yes
22 Provides content tailored to the individual Yes
23 Can customise products or prices Yes
24 Conveys a sense of community appropriate to the user Yes
the quality of website design. The constructs used should be easy to understand for the focus group participants .
4 RESULTS
4.1 Results questionnaire
The questionnaire was performed by 32 participants and spread and received via mail. There were a minimum amount of missing values that were replaced and taken out of the data analysis. The data was structured around 9 overall categories. The results can be seen in table 4 and are presented in figure 5.Importance Flavourites PayPal Deals Kaboodle
Has an attractive appearance 4,03 3,28 3,41 3,19
Has an appropriate style of design for site type 3,75 3,47 3,72 3,28
Can be depended on to provide whatever is promised 4,47 3,22 3,78 3,34
Provides information which is free from errors 4,44 3,53 3,53 3,59
Provides up-to-date information 3,94 3,63 3,63 3,53
Has fast navigation to information 4,22 3,50 3,78 3,09
Gives a professional and competent image 4,03 3,09 3,94 3,41
Is easy to find your way around 4,28 3,63 3,44 2,94
Has things where you expect to find them 3,53 3,59 3,38 3,38
Is a site with a good reputation 3,97 2,78 3,59 2,88
Makes it easy to give feedback or contact the organisation 3,47 3,13 3,77 3,39
Provides information content that is easy to understand 3,78 3,44 3,44 3,53
Provides information at an appropriate level of detail 3,63 3,06 3,28 3,25
Communicates information in an appropriate format 3,28 3,22 3,31 3,53
Provides content tailored to the individual 3,03 3,28 3,41 3,44
Can customise products or prices 3,10 2,81 2,94 3,03
Conveys a sense of community appropriate to the user 3,00 3,59 3,16 3,22
Table 4. Results questionnaire
In table 6, the average Cronbach’s alpha can be viewed. Not for every aspect of WebQual the alpha could be calculated because some aspects are represented by 1 question. Question α Aesthetics 0,49 Navigation 0,59 Reliability 0,47 Communication 0,74
Understanding the individual 0,38
Table 6, Cronbach’s alpha test In table 7, the Cronbach’s alpha can be viewed on the importance rating of the questions. Question α Aesthetics -0,04 Navigation 0,49 Reliability 0,32 Communication 0,68
Understanding the individual 0,49
