An Investigation into The Relation Between User Experience on Website Design and The Quality of Customer Services of Online Retailers in Saudi Arabia

Abstract

This research aims to study the online users’ perceptions about the website design of online retailers in Saudi Arabia and to relate their perceptions to the quality of customer service. It also aims to provide recommendations to the Saudi online retailers on how to implement website design tools and the elements for serving the customer better in order to gain their approval. This research uses a combination of qualitative and quantitative methodology as it employs two questionnaires and interviews to assess Saudi users. The study concludes that there is a huge difference in the perception of Saudi online customers between online shopping and in-store shopping experience. With the high dissatisfaction level of online experience, customers shop online mostly on a monthly basis but if their experience were enhanced they are liable to increase the frequency of their online shopping. The most unacceptable issue for customers is website contents. Customers believe that companies can provide better content to its clients and it is a major disaffection issue with Saudi online customers, who feel the need to have more interaction in terms of online buying and services making this one of the dissatisfaction reasons they have. The Saudi online customers are easily willing to switch to other competitors if there is a problem on the retailer’s website. Most customers think that if a company has a good level of customer service at their stores, this will not indicate that they have a good customer service on their website. The online business in Saudi Arabia still needs a great deal of development. As there are chances for Saudi businesses to participate more in the marketplace and utilize the proficiency and different effective global practices to develop and grow the capacity and presentation of online shopping.