Website benchmarking: a comprehensive approach

Cassidy, Leonie, and Hamilton, John (2012) Website benchmarking: a comprehensive approach. In: Proceedings of the 12th Annual Hawaii International Conference On Business, pp. 543-548. From: 12th Annual Hawaii International Conference On Business, 24-27 May 2012, Honolulu, Hawaii.

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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.

Item ID: 23274
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: benchmarking; website; web site; WebMATRs; quantitative; rating
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ISSN: 1539-722x
Date Deposited: 31 Aug 2012 06:35
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150307 Innovation and Technology Management @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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