Website Quality Assessment: A Case Study of Chinese Airlines

Authors

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

DOI:

https://doi.org/10.17010/ijom/2020/v50/i1/149773

Keywords:

No Keywords.

Web Page Quality

, Chinese Airlines, Web Evaluation Index, Digital Marketing.

Paper Submission Date

, January 5, 2019, Paper Sent Back for Revision, May 14, Paper Acceptance Date, August 20, 2019.

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.

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Author Biographies

Cristina Ceballos Hernandez, Associate Professor, Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla

0000-0003-2154-4464

Pedro Palos-Sánchez, Associate Professor, Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla

0000-0001-9966-0698

Miguel A. Rios, Associate Professor, Financial Economy and Operations Research, Faculty of Economy and Business Sciences, University of Seville, Av Ramon y Cajal, 1 41018 Sevilla

0000-0002-6276-2655

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Published

2020-01-31

How to Cite

Hernandez, C. C., Palos-Sánchez, P., & Rios, M. A. (2020). Website Quality Assessment: A Case Study of Chinese Airlines. Indian Journal of Marketing, 50(1), 42–64. https://doi.org/10.17010/ijom/2020/v50/i1/149773

Issue

Volume 50, Issue 1, January 2020

Section

Articles
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Scopus
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Europe PMC

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