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항공사 웹사이트 품질요인의 중요도: AHP를 적용한 웹사이트 운영자와 이용자의 인식 비교
안희정 ( An Hee-jung ),황영현 ( Hwang Yeong-hyeon ) 한국컨벤션학회 2016 MICE관광연구 Vol.16 No.4
This comparative study was conducted to understand differences in perception of website quality factors between airline website managers and users. This study focused on three website quality factors including information quality, system quality, and service quality. For empirical study, a survey was conducted for a total number of 57 airline website managers and 181 consumers, and an AHP method was applied to calculate relative importance. In general, managers and consumers perceive service quality as the most important factor for airline website. Group difference in importance perception also exists. Consumers put more weight on service quality than managers do. Relative importance of system quality perceived by managers is much higher than that of users. Difference in relative importance also existed even within group comparison by socio-economic and work related characteristics. Theoretical and empirical implications based on findings were discussed with the direction for future research.