Website benchmarking: a comprehensive approach

Conference Publication ResearchOnline@JCU

Cassidy, Leonie;Hamilton, John

Abstract

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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1539-722x

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Honolulu, Hawaii

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Hawaii International Conference on Business

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Honolulu, HI, USA

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