Reaching new altitudes in e-commerce: Assessing the performance of airline websites

Many established airlines are attempting to stimulate customers to shift from traditional distribution channels to online channels. To keep improving the quality this important distribution channel is essential for these airlines to have instruments to assess the performance of their websites. This paper presents an assessment model to assist airline companies in evaluating their online activities, including ticketing websites, on a financial, technical as well as a customer behavior level.

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