Abstract
Most usability quality measures are performance-based and center on detection of interface problems. This study focused on the customer's subjective assessment of ease of use for Ameritech telephony products relative to other consumer products that they use every day. This assessment was accomplished through an empirical study that measured customer attitudes and opinions about their experiences using 12 Ameritech telephony products and 16 other consumer products. The results demonstrate where these telephony products sit relative to other consumer products in customers' perceptions of usability. In addition, a Multidimensional Scaling Analysis of the data revealed three separate dimensions that underlie people's perceptions of usability: automaticity of use, value to the customer, and self-evident operation.
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