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