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E-Service Culturalization: New Trend in E-Service Design

Abstract : In this paper, we draw attention to the importance of incorporating aspects of localization into design of e-Services in order to address the differences among e-Services consumers such as linguistic differences, and cultural diversity. In the past, many companies have realized that the idea of promoting an e-Service through a single version of a portal/website is not suitable for all of the potential users or customers. This has led companies to consider new and creative design principles for e-Services, especially those who are in direct interaction with the consumer and act as service provider in a Business-to-Customer (B2C) setting. In this regard, this paper initially reviews the different aspects of service design that highlight the need to include cultural usability aspects in the service design process and successively determines the different cultural dimensions that have a substantial influence in determining the level of e-service localization.
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Rasha Tolba, Kyrill Meyer, Christian Zinke. E-Service Culturalization: New Trend in E-Service Design. 18th Working Conference on Virtual Enterprises (PROVE), Sep 2017, Vicenza, Italy. pp.444-451, ⟨10.1007/978-3-319-65151-4_40⟩. ⟨hal-01674886⟩

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