Benchmarking on-line services industries

Abstract

The Web Quality Analyser (WQA) is a new benchmarking tool for industry. It has been extensively tested across services industries. Forty five critical success features are presented as measures that capture the user’s perception of services industry websites. This tool differs to previous tools, in that it captures the information technology (IT) related driver sectors of website performance, along with the marketing-services related driver sectors. These driver sectors capture relevant structure, function and performance components. An ‘on-off’ switch measurement approach determines each component. Relevant component measures scale into a relative presence of the applicable feature, with a feature block delivering one of the sector drivers. Although it houses both measurable and a few subjective components, the WQA offers a proven and useful means to compare relevant websites. The WQA defines website strengths and weaknesses, thereby allowing for corrections to the website structure of the specific business. WQA benchmarking against services related business competitors delivers a position on the WQA index, facilitates specific website driver rating comparisons, and demonstrates where key competitive advantage may reside. This paper reports on the marketing-services driver sectors of this new benchmarking WQA tool.