Quality improvement towards web design appearance based on customer preferences on online bus booking ticket

Saaidin, Siti Nursyazwani (2019) Quality improvement towards web design appearance based on customer preferences on online bus booking ticket. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, all things can be done by online. This is also applied to online services like booking or purchasing bus ticket through websites. The facts, the appearance and features of the websites influenced the customer purchasing to several of websites that offers the services. The most common websites that use by the customers are Redbus, Easybook and Catch That Bus. This study is carried out to determine the customer preferences and satisfaction related to the web design appearance. The approaches used in this study are Kansei Engineering that is as a function to analyze human emotion and characteristics and and Eysenck Personality Traits that useful to identify the customers. The survey was conducted through questionnaire were distributed to 150 respondents of Faculty of Technology Management and Technopreneurship students. While, for Gaze Tracking is carried to 15 of the respondents that were required to watch a video for the eye tracking survey towards selected online booking ticket websites. The data collected were then analyzed and manipulated using SPSS software for statistical analysis where the study found that the most preferences were on quality of web design appearances and clear pictures. Based on this study, customers prefer the easiness of using websites rather the web design appearance. Through the eye tracking, it will be easier to identify which features or characteristics that influence the customers towards the websites. From both method, It is found that the consumer prefer Redbus website the most as it keep simplicity in the web design and easy for the users to navigate the website. However, this study have the limits to tools related the precision of eye tracker and samples since this study is only implemented in FPTT.

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