Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Website Quality Assessment: A Case Study of Chinese Airlines


Affiliations
1 Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla, Spain
     

   Subscribe/Renew Journal


The importance of Chinese tourism is growing and so is the level of competition of the companies related to it. The websites of these companies is a key element. It is very important that websites - visited by clients for information search, decision making, and subsequent booking - respond to the expectations of users. The web pages must be designed according to criteria such as web quality. The aim of this paper was the construction of a model for the analysis of the quality of the websites. We took as a reference the Index Web Evaluation (IEW). Four blocks were identified: accessibility, speed, navigability/usability, and content quality. The model was used to analyze the websites of 25 Chinese airlines. For this, we attended to the items contained in this index, modified and expanded it, and adapted it to fulfill the objective of the study. According to the scores, the weights of each aspect and dimension, a ranking of the websites of the Chinese airlines was presented. The results indicated that international airlines had a better website. Accessibility was a weak point on the web. Within the category of navigability, the languages that the websites were translated into was another weak point for most companies. On the other hand, one of the strong points was the quality of the content of the web pages. In addition, points of improvement were provided for each of the airlines analyzed.

Keywords

Web Page Quality, Chinese Airlines, Web Evaluation Index, Digital Marketing.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Acosta-Vargas, P., Luján-Mora, S., & Salvador-Ullauri, L. (2017). Quality evaluation of government websites. 2017 4th International Conference on edemocracy and egovernment (ICEDEG 2017). DOI:10.1109/ICEDEG.2017.7962507

  • Buenadicha Mateos, M., Chamorro Mera, A., Miranda González, F. J., & González López, Ó. R. (2001). A new web assessment index : Spanish universities analysis. Internet Research, 11(3), 226–234. DOI: 10.1108/10662240110396469

  • Charne, U. (2014). Tourism and new technologies: The challenge of educational institutions. XII National Conference and VI Symposium on Research-Action in Tourism: tourism and the new educational paradigms. 5–7 December 2013, Ushuaia (Argentina).

  • China Internet Network Information Center. (2015a.). Report on the status of China's Internet network development statistics. Retrieved from http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwqybg/201503/P020150316576375214535.pdf

  • China Internet Network Information Center. (2015b.). Tourism market research report in China. Retrieved from http://www.cnnic.cn/hlwfzyj/hlwxzbg/lxgb/201507/P020150715651462758347.pdf

  • Conesa Fuentes, M.C., & Paños Álvarez, A. (2006).Evaluating the quality of nursing websites at the first click. Tempus VItalis: Revista electrónica Internacional de Cuidados, 6(2), 19–31.

  • Gómez Gorja, M.A., Mondéjar Jiménez, J. A., & Andrés Martínez, M. E. (2010). Dynamic pricing in the choice of a tourist destination. In G. Ferrari, J. M. Montero Lorenzo, J. Mondéjar Jiménez, & M. Vargas Vargas, M. (eds.). Tourism research, methods and analysis (pp. 307–316). Spain : Septem Editions.

  • González López, Ó. R., Bañegil Palacios, T. M., & Buenadicha Mateos, M. (2013). Quantitative web quality index: An objective approach to website quality assessment. European Investigations of Management and Economy of the Company(IEDEE),19(1),16–30.Retrieved from https://ideas.repec.org/a/idi/jiedee/v19y2013i1p16-30.html

  • Huizingh, E. K. (2000). The content and design of web sites: An empirical study. Information and Management, 37(3), 123–134. DOI: 10.1016/S0378-7206(99)00044-0

  • ISO International Organization for Standardization, & International Electrotechnical Commission (2001). Software engineering - Product quality: Quality model (Vol. 1). ISO/IEC.

  • Kurup, A. J., & Jain, P. (2018). Effect of e-loyalty cues on repurchase behavioural intentions among online shoppers. Indian Journal of Marketing, 48(11), 7–22. DOI: 10.17010/ijom//2018/v48/i11/137982

  • Miranda González, F. J., & Bañegil Palacios, T. M. (2004). Quantitative evaluation of commercial websites: An empirical study of Spanish firms. International Journal of Information Management 24(4), 313–328. DOI: 10.1016/j.ijinfomgt.2004.04.009

  • Miranda, F. J., Chamorro, A., Valero, V., & Maestre, J. (2010). Quantitative assessment of football websites: An empirical study of the best European football club. Journal of Service Science and Management, 3(1), 110–116. DOI:10.4236/jssm.2010.31014

  • Miranda, F.J., Barriuso, M. C., & Cortés, R.M. (2005). The Internet bank in Spain: Application of the Web Evaluation Index (IEW). ICE Economic Bulletin, Spanish Commercial Information, 2855, 15–30.

  • Moustakis, V., Tsironis, L., & Litos, C. (2006). A model of website quality assessment. Quality Management Journal, 13(2), 22–37.

  • Nagdev, K., & Rajesh, A. (2018). Consumers' intention to adopt internet banking: An Indian perspective. Indian Journal of Marketing, 48(6), 42–56. DOI: 10.17010/ijom/2018/v48/i6/127835

  • National Bureau of Statistics of China.(2016).National data. Retrieved from http://data.stats.gov.cn/adv.htm?cn=C01

  • Nielsen, J. (1999). Designing web usability: The practice of simplicity. CA, USA: New Riders Publishing.

  • Nielsen, J. (2003). Usability 101: Introduction to usability. Retrieved from https://www.nngroup.com/articles/ Nijhawan, G. (2016). Consumer-to-consumer online market for used goods: A case study of OLX in India. Indian Journal of Marketing, 46(5), 26–41. DOI: 10.17010/ijom/2016/v46/i5/92486

  • Palos-Sanchez, P. R., Saura, J. R., & Debasa, F. (2018). The influence of social networks on the development of recruitment actions that favor user interface design and conversions in mobile applications powered by linked data. Mobile In formation Systems, Articleid 5047017.DOI: https://doi.org/10.1155/2018/5047017

  • Palos-Sanchez, P., Saura, J. R., & Martin-Velicia, F. (2019). A study of the effects of programmatic advertising on users' concerns about privacy overtime. Journal of Business Research, 96(C), 61–72. DOI: 10.1016/j.jbusres.2018.10.059

  • Reyes-Menendez, A., Saura, J. R., Palos-Sanchez, P. R., & Alvarez - Garcia, J. (2018). Understanding user behavioral intention to adopt a search engine that promotes sustainable water management. SymmetryBasel, 10(11), 584. DOI : https://doi.org/10.3390/sym10110584

  • Ríos-Martín, M. A., Palos-Sanchez, P. R., & Cáceres-Genao, M. (2017). Quality assessment of tourism websites: Empirical study basedon IEW. Tourism and Society,10(2),1–32.DOI: http://dx.doi.org/10.5380/tes.v10i2.50168

  • Rubio Lacoba, S., Miranda González, F. J., & Chamorro Mera, A. (2006). The presence on the Internet of the main logistics operators in Spain. XVI National Congress of ACEDE September 2006, Valencia.

  • Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital marketing environment with KPIs and web analytics. Future Internet, 9(4), p. 76. DOI : https://doi.org/10.3390/fi9040076

  • Saura, J. R., Palos-Sanchez, P. R., & Correia, M. B. (2019). Digital marketing strategies based on the E-business model: Literature review and future directions. In, Organizational transformation and managing innovation in the fourth industrial revolution (pp. 86–103). IGI Global. DOI: 10.4018/978-1-52257074-5.ch005

  • Saura, J.R., Palos-Sanchez, P., & Grilo, A. (2019). Detecting indicators for startup business success : Sentiment analysis using text data mining. Sustainability, 11(3), 917. DOI: https://doi.org/10.3390/su11030917

  • Schmidt, S. (2006). Evaluation of hotel websites and implications for hotel marketing management. Retrieved from http://hdl.handle.net/11201/2712

  • Sinha, I., & Smith, M. F. (2000). Consumers’ perceptions of promotional framing of price. Psychology and Marketing, 17(3),257–275 . DOI:10.1002/(SICI)1520-6793(200003)17:3%3C257::AID-MAR4%3E3.0.CO;2-P

  • Srivastav, G., & Mittal, A. (2016). Impact of Internet banking on customer satisfaction in private and public sector banks. Indian Journal of Marketing, 46(2), 36–49. DOI:10.17010/ijom/2016/v46/i2/87252

  • Torre Barbero, M. J., Estepa Luna, M. J., López-Pardo Martíneza, M., León Márquez, M., Sánchez Laguna, F., & Toledano Redondo, S. (2014). Evaluation of the quality of the websites of the hospitals of the public health system of Andalusia. Healthcare Quality Review, 29(3), 127–134.DOI:10.1016/j.cali.2013.11.006

  • Young, D., & Benamati, J. (2000). Differences in public websites : The current state of large U. S. firms. Journal of Electronic Commerce Research, 1(3), 94–105.


Abstract Views: 250

PDF Views: 0




  • Website Quality Assessment: A Case Study of Chinese Airlines

Abstract Views: 250  |  PDF Views: 0

Authors

Cristina Ceballos Hernandez
Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla, Spain
Pedro Palos-Sánchez
Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla, Spain
Miguel A. Rios
Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla, Spain

Abstract


The importance of Chinese tourism is growing and so is the level of competition of the companies related to it. The websites of these companies is a key element. It is very important that websites - visited by clients for information search, decision making, and subsequent booking - respond to the expectations of users. The web pages must be designed according to criteria such as web quality. The aim of this paper was the construction of a model for the analysis of the quality of the websites. We took as a reference the Index Web Evaluation (IEW). Four blocks were identified: accessibility, speed, navigability/usability, and content quality. The model was used to analyze the websites of 25 Chinese airlines. For this, we attended to the items contained in this index, modified and expanded it, and adapted it to fulfill the objective of the study. According to the scores, the weights of each aspect and dimension, a ranking of the websites of the Chinese airlines was presented. The results indicated that international airlines had a better website. Accessibility was a weak point on the web. Within the category of navigability, the languages that the websites were translated into was another weak point for most companies. On the other hand, one of the strong points was the quality of the content of the web pages. In addition, points of improvement were provided for each of the airlines analyzed.

Keywords


Web Page Quality, Chinese Airlines, Web Evaluation Index, Digital Marketing.

References





DOI: https://doi.org/10.17010/ijom%2F2020%2Fv50%2Fi1%2F149773