Managing knowledge in web portals for improved customer loyalty and satisfaction
Tarmo Robal, Ahto Kalja · Portland International Conference on Management of Engineering and Technology · 2013
The Web has become a crucial part of our everyday lives, being a source for information and news, a platform to connect with other users through various social web applications, a medium for citizens to communicate with state via of e-government services, and doing business online, regardless whether it is online banking or shopping. It has also become an important instrument for online marketing. Today, the Web is everywhere, starting from computers and ending up with portable devices such as smart-phones and tablets. As more and more information is made available over the Internet, users are facing information overload making it harder for them to find information searched for at once. With every click users make on a website (portal), they leave behind pieces of information describing their preferences and intentions. Applying advanced methods, these events can be captured into web usage logs for further processing by means of web usage mining to tailor web information systems to its users' needs and guarantee their loyalty and satisfaction.