Increasing Customer Satisfaction in Mobile Applications in the Digitalized World in Terms of Usability: Model Application

Abstract

Technology, which cannot be considered as a separate existence from society, has become one of the basic research subjects of social sciences. Changes in the new communication technologies have an impact on every area of individual life causing radical changes. Along with globalization, this change and transformation of technological developments change the fields of work as well as individual life. Today, every business must keep up with the competitive environment, which is an indispensable part of globalization. In this context, the strategies aimed at the change and transformation required by sectoral arguments should be activated. The concept of customer satisfaction has become the most important element of today’s conditions. Therefore, the enterprises have to use digital media in the most effective way to create new customer profiles and increase existing customer loyalty by placing their customer-focused work at the top. The study aims to offer improvement suggestions to increase customer satisfaction in terms of usability of the Hepsiburada mobile application. A persona has been created for selecting users for the usability test. A questionnaire has been conducted for this persona, and those who meet the operational criteria are included in the study. In the study, a user-based usability test was performed with 10 users. At the end of the study, usability problems related to the use of the Hepsiburada application were determined, and solutions were offered.

Citation

Gezmen, B. and Eken, İ. (2021), "Increasing Customer Satisfaction in Mobile Applications in the Digitalized World in Terms of Usability: Model Application", Dinçer, H. and Yüksel, S. (Ed.) Strategic Outlook in Business and Finance Innovation: Multidimensional Policies for Emerging Economies, Emerald Publishing Limited, Leeds, pp. 219-229. https://doi.org/10.1108/978-1-80043-444-820211020