Website benchmarking: a comprehensive approach
Conference Publication ResearchOnline@JCUAbstract
Website benchmarking approaches within service organisations continue to vary, and a majority of researchers use subjective techniques to obtain a result. Using subjective techniques introduces the vagaries of human opinion, along with a variety of acknowledged limitations. Hence, participant interpretation of various questions related to a website can create bias. To eliminate this subjectivity we introduce a quantitative website benchmarking approach. With this 'Website Marketing, Aesthetics, Technical Ratings or WebMATRs' benchmarking approach, we offer objective website ratings at the website, domain and function levels, and suggest at these website levels comparison between websites and competitors can be useful.
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12th Annual Hawaii International Conference On Business
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ISBN/ISSN
1539-722x
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Pages Count
6
Location
Honolulu, Hawaii
Publisher
Hawaii International Conference on Business
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Publisher Location
Honolulu, HI, USA
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