Website benchmarking: evaluating scaled and dichotomous approaches

Abstract

As more companies move on-line and establish their presence on the World Wide Web demand exists for an efficient benchmarking tool that assesses their measurable on-line features or allows comparison with website competitors. Currently no broad-based, systematic, benchmarking method exists to comprehensively evaluate a website, but many benchmarking studies in-part capture website aspects. This article builds the benchmarking literature into a three domain approach and tests the Likert survey approach against the dichotomous survey approach. Differences emerge in respondent surveys indicating literature-based on-line measurements may offer better benchmarking solutions.