Post on 12-Jan-2015
description
Website Audit Presentation
By Ryan Chiesa(Marketing Consultant for Qantas)
Service Quality and the Impact of Effective Website Design
Service quality can be defined ‘as the feeling brought by the service after enjoying it, and the relationship of traders and customers which determines the future possibility in continuous trading’.
Industry Background
The Airline Industry is how people live and
experience the world
The Airline device has been around for over 100 years
The way people conduct business
Remote places are now being visited
Tool 1 – The 7 C’s of Customer Interface
Mohammed & al. (2002) lists and defines these criteria as follows:
Context: captures the aesthetic aspects and ‘look-and-feel’ of the site.
Content: all digital subject matter on a website, including information, text, photos and videos.
Community: a set of interwoven relationships built upon shared interests.
Customization: a site’s ability to modify itself to – or be modified by – each user.
Communication: the dialogue that unfolds between the website and its users.
Connection: the network of links between the site and other sites.
Commerce: the transactional capacity of a site – the sale of goods, products, or services on the
site – along with shopping carts, shipping and payment options, checkout, and order-
confirmation functionality.
Tool 1 – The 7 C’s (Excel Sheet)
BX3081 Website Analysis/Benchmarking - Criteria for Website Excellence/Elements of a Good Website (Marketing)
Industry/Market Property
Tool Mohammed et al 7 Cs
Rating Scale 1-7 >
Poor > Average > Excellent 1 - 2 - 3 - 4 - 5 - 6 - 7
Rating Criteria > Context Content Connection Commerce Communication Community Customisation SUB-
TOTAL
Qantas 7 7 6 6 7 7 7 47
Virgin 6 7 6 6 6 6 6 43
Jetstar 6 6 5 5 6 5 5 38
Tiger Airways 3 4 4 3 4 4 4 26
Tool 2 - WebQual
An in-depth description of the WebQual Tool is below:
Company Product Presence: includes product representation, product information,
company representation and company information.
Additional Services: includes value added links, tools, relevance to product and
frequently asked questions.
Target Market: includes portrayal, price range, promotion and segmentation.
Searchability: includes price, locality, accuracy and number of clicks to content.
Creative Expression: includes video, photo, text and graphics.
Tool 2 - WebQual
BX3081 Website Analysis/Benchmarking - Criteria for Website Excellence/Elements of a Good Website (Marketing)
Industry/Market Property
Tool WebQual
Rating Scale 1-7 > Poor > Average > Excellent 1 - 2 - 3 - 4 - 5 - 6 - 7
Rating Criteria >
Company Product
Presence
Additional Services
Target Market
SearchabilityCreative
ExpressionSUB-TOTAL
Qantas 7 6 6 7 7 33
Virgin 6 6 6 7 6 31
Jetstar 6 6 5 6 6 29
Tiger Airways 4 3 4 4 4 19
Analysis of Tools
The 7 C’s of Customer InterfaceVs
WebQual
Thank You