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Twelve Years in the Life of Airline Websites

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  • C. Michael Powell

Abstract

Perhaps no innovation in history has affected marketing management as pervasively as has the advent of e-commerce. This revolutionary new channel has required businesses to acquire an entirely new set of skills and approaches to promotion, pricing, and distribution. The necessity for e-commerce website operators to more deeply understand consumer behavior when engaged in e-commerce has become a central and crucial factor in website success or failure. As predicted nearly 20 years ago, travel bookings have moved almost entirely to the World Wide Web (WWW). For the past 12 years, data have been collected concerning traveler’s preferences, concerns, and perceptions of airline websites in particular. This research reviews and comments on the evolution of those sites and consumer perceptions of efficiency, ease of use, and usefulness. The results of this study are intended to guide airlines in their pursuit of customer satisfaction and increased profits.

Suggested Citation

  • C. Michael Powell, 2016. "Twelve Years in the Life of Airline Websites," SAGE Open, , vol. 6(2), pages 21582440166, April.
    • Handle: RePEc:sae:sagope:v:6:y:2016:i:2:p:2158244016637892
    DOI: 10.1177/2158244016637892
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    References listed on IDEAS

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    1. Erik P. Bucy & Annie Lang & Robert F. Potter & Maria Elizabeth Grabe, 1999. "Formal features of cyberspace: Relationships between Web page complexity and site traffic," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 50(13), pages 1246-1256.
    2. Raventos, Pedro, 2006. "The internet strategy of the Costa Rican Tourism Board," Journal of Business Research, Elsevier, vol. 59(3), pages 375-386, March.
    3. Richard, Marie-Odile & Chandra, Ramdas, 2005. "A model of consumer web navigational behavior: conceptual development and application," Journal of Business Research, Elsevier, vol. 58(8), pages 1019-1029, August.
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    Cited by:

    1. Liu, Nicole Tsz Yeung & Wu, Cheng-Lung, 2023. "Assessing the effect of flight information presentation styles on the usability of airline web booking interface," Journal of Air Transport Management, Elsevier, vol. 106(C).

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