An effectiveness evaluation model for the web-based marketing of the airline industry

NCUIR > School of Management at National Central University > Department of Business Administration > journal & Dissertation > Item 987654321/51744

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/51744

Title:	An effectiveness evaluation model for the web-based marketing of the airline industry
Authors:	Tsai,WH;Chou,WC;Leu,JD
Contributors:	企業管理學系
Keywords:	INFORMATION-SYSTEMS SUCCESS;GROUP DECISION-MAKING;SERVICE QUALITY;HYBRID MODEL;FUZZY ENVIRONMENT;MULTICRITERIA ANALYSIS;GOVERNMENT WEBSITES;ANALYTIC HIERARCHY;MCLEAN MODEL;VIKOR METHOD
Date:	2011
Issue Date:	2012-03-27 19:04:13 (UTC+8)
Publisher:	國立中央大學
Abstract:	In the air transportation industry the web-based marketing has already been widely applied to service the frequent customers as well as to attract new customers. For it, normally the airlines must invest amount of enterprise resources to develop the information technology (IT) platforms and maintain the operations mechanism so that the effectiveness issue should be well considered. In this paper an integrated model for evaluating airlines' websites effectiveness is proposed. This model is based on the perspectives of "marketing mix 4Ps" and "website quality", in which the Decision Making Trial and Evaluation Laboratory (DEMATEL) method is used to analyze the relationship among criteria, and then the Analytic Network Process (ANP) is applied to compute the weight of each criterion, finally the modified VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method is used to rank the performance. The proposed model is applied to analyze the websites of five air transportation companies in Taiwan. Its result show that the Taiwanese airlines do not fully capitalize on the Web's marketing potential, and the weight-variance analysis suggests several managerial actions for achieving an ideal webbased marketing. (C) 2011 Elsevier Ltd. All rights reserved.
Relation:	EXPERT SYSTEMS WITH APPLICATIONS
Appears in Collections:	[Department of Business Administration ] journal & Dissertation

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