The airline industry employs advanced e-commerce technologies to retain frequent customers and
attract new passengers, but it is likely that not all airlines have clear knowledge about how many gaps
should be filled between the status quo and an ideal website. This study proposes an integrated model
for evaluating airlines’ websites in terms of the perspectives of “marketing mix 4Ps” and “website
quality”. In order to verify the practicality and usefulness of this model, an empirical study of the
Taiwanese airline industry is offered to illustrate the application of the proposed model. The model
first applies the DEMATEL method to cope with the interdependencies between criteria. It then
converts the criteria’s cause and effect relations into a visual structural map where the ANP method
can help compute the weight of criteria. Finally, it uses the modified VIKOR method to rank
e-commerce websites of the five Taiwanese airlines. Overall, the results show that the Taiwanese
airlines still have a great deal of room to improve their websites. This proposed model not only
provides helpful information for airlines to understand their websites’ quality level, but also
contributes to industrial applications in terms of providing some worthwhile recommendations for
building an ideal website.
Tsai, Wen-Hsien; Leu, Jun-Der; and Chou, Wen-Chin, "The effects of online commentary on users' information processing in the context of online discussion forums" (2009). ECIS 2009 Proceedings. 132.