Management of Information Systems

MBA – 647 –

Website Evaluation between Emirates

Airlines and Etihad Airways

Table of Contents
Abstract............................................................................................................................................2
Introduction......................................................................................................................................2
Literature Review............................................................................................................................3
Research Methodology and framework...........................................................................................5
Airline Website Contents.................................................................................................................6
Informational Content on Website...............................................................................................6
Passenger support and enjoyment................................................................................................7
Website Design............................................................................................................................7
Analysis...........................................................................................................................................8
Background of the organizations.................................................................................................8
Emirates Airline.......................................................................................................................8
Etihad Airways.........................................................................................................................8
Websites Display..........................................................................................................................9

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 1. Transactional Content............................................................................................................10
2. Informational Content............................................................................................................11
3. Passenger Support and enjoyment.........................................................................................12
4. Website Design......................................................................................................................13
Conclusion and Recommendations................................................................................................13
Bibliography..................................................................................................................................14

Abstract
The increased advancements in the field of technology have transformed every business and
sector in the world. There has been an increased trend of people using the internet as a means to
conduct their business and also to make online purchases. The recent boom in the field of e-
commerce and the internet has even compelled the airline industry to stimulate its customers in
making online purchases rather than the traditional distribution channel. This has increased the
significance of website quality for the organizations, where it is considered as one of the critical
factors that contributed towards attracting the customers and also to build customer loyalty. The
purpose of the following report is to analyze the websites of two of the most renowned airlines in
the UAE region, Emirates airline and Etihad airline. The assessments of the sites are based on
four distinct areas, the information content, transactional content, website design and the support
provided for customer enjoyment. The report provides an in-depth analysis of the websites that
are operated by the airlines, along with identifying the areas that need improvement. The
recommendations are also presented to enhance the quality and user interface of the two
websites.

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 1. Introduction

The growing trend of customers preferring to use the internet for economic activities has created
the need for enterprises to use their "corporate websites" as a way to effectively communicate
with the customers. The customers and the organizations are equally benefiting from the
increasing use of the internet as these have created a new way of business that can communicate
with their customers, exchange information, and conduct economic activities of trade. The airline
industry is also no different and has been widely impacted by the phenomena of e-commerce.
Airlines around the world have created their websites that provide an increased focus on
communication, transactions, and information.

The recent studies have shown that the traditional way of making travel bookings with travel
agents has decreased phenomenally in past years, where the customers now prefer to make their
travel booking online. They are using the internet as a medium to book their traveling airline,
hotels and other carriers directly. The research has shown that over 161 million trips had been
booked online by the customers in the year 2008, where the traditional ways of booking through
travel agents have decreased by 24%. [ CITATION Alw09 \l 1033 ]

The airline industry has also increased its focus on the internet, where they have started using the
internet as a platform for generating a new stream of profit. The profits are made using "online
marketing" and also using selling their core services which include flight, transportation, and
check-in). This has helped them increase their customer base. The Internet has made it easy for
the airline to build long-term relations with their customers and also to integrate the “Customer
relationship management” which are now incorporated between their websites and the
distribution of their newsletters and special offers through email. The sites are also offering to
add complementary services which include car rentals, exclusive services, hotel bookings which
are now being provided to the customers.

The following paper presents some literature review of the previous work done by scholars in
this field and also the analysis of the websites of the two leading airlines Emirates airline and
Etihad airways. The following report will also present the recommendations to improve the
websites of the two websites further.

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 2. Literature Review

The internet has transformed the commerce world most effectively and efficiently, where the
buyers and sellers both are benefiting. The ever-increasing trend of using the internet and online
sources have provided the business owners with a favorable medium for reaching out to the
maximum number of audience.

The websites in this concern play a very significant role. The site that is difficult to use and is not
user-friendly reflects an inferior image of the organization and also will weaken the image of the
organization among the customers. Thus, it is significant for the organizations to design their
websites effectively, to ensure their e-commerce offerings, as per the perception of the
customers. In doing so, the organization must continue to assess their websites and keep adding
services to ensure they are as per the benchmark set by the other competitors in the market.

Boyd Collins offered the first approach towards the website assessment in the year 1995. The
scholar founded the info filter project, which is a model intended for the librarians who are in
need to evaluate the quality of information presented on the website. The model developed by
the researcher was based on the six criteria which were based on the evaluation for the print
media and also considering what information needs to be relevant for the audience visiting the
websites. The six principles include "content, authority, organization, searchability, graphic
design and innovative use.”

The literature has provided different models that have been developed for the evaluation of the
websites from various aspects based on the quality of the website. Another method for the
assessment of the sites was proposed by Olsina et al. (1999), the whose proposed method can
also be considered to be one of the main approaches. The main factors which were analyzed by
the authors in their research included, “ functionality, usability, which include the site map,
address dictionary), efficiency, and the reliability of the site”. Similar website evaluation tools
were proposed by Loiacono et al. (2000). The researchers designed through their research a
mode to evaluate the retail website quality that is known as “WebQual”. The instrument
proposed by the author was assessed on twelve different criteria. These include, “follow-
emotional appeal, integrated communications, informative fit-to-tasks, interactivity, trust,

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response time, design appeal, intuitiveness, visual appeal, innovativeness, integrated
communication, viable substitute, and business process."

Another instrument for the website evaluation was developed by the authors Kim and Stoeal
(2003) in their research. The research included the three factors that were similar to the one
proposed by Loiacono. The three of the elements were different; these included entertainment,
transaction capability ad web appearance. The model was developed by the authors to assess the
quality of the online services and for the organizations that conduct B2Bservices.

Another essential tool introduced was the "Internet Standards Assessment reports (ISAR), which
provided the industry with a benchmark for website development. The framework is based on the
data that was collected from a sample of more than 18000 websites that were evaluated from the
year 1997. The research results showed that more than 80 websites in the different industries to
create a benchmark for the evaluation of the websites. These included seven factors, including
"innovation, design, technology, content, interactivity, copyright and the ease of use."

The literature review showed that the current research on the website evaluation is very
subjective and that should be given provided with the guidelines in which they can easily rate
each factor. The following report used the personal assessment index as a mean for assessing the
websites.

3. Research Methodology and Framework

There are several factors that need to be present to evaluate the performance and quality of the
websites. The most significant aspects of the site are that it should be informative and provide
the required information to the customers. The customers in the market demand an appropriate
level of data to be delivered to them to assure there is no confusion. Also, it is significant that the
websites must maintain some level of confidentiality related to the information and data shared
by the customers. In addition to these, the sites must also provide the audience and visitors with
some enjoyment with regards to the design and appearance of the website. These features allow
customers to enjoy their time and visit the site.

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The following report will provide the assessment of the websites based on the factors that were
identified through the review of the literature. These include the quality of the site, informational
context, transactional content, passenger enjoyment, and support and website design.

The research design and framework is illustrated in the following figure:

4. Airline Website Contents

Based on the information extracted from the literature review and based on the research
framework, there have been four main categories that have been selected for the analysis of the
website. There are also different factors about the website that is also included in the assessment
framework. The details of these factors are, and the subcategories are as follow:

Transactional content: the transactional content of the website refer to the assessment of the
website quality. The factors that would be researched in the transactional content include the
following:

 "Search for a ticket by date."

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  "Search for a ticket by price."
 Seat map/selection.
 "Onboard services (Meal preferences, handicapped support, kids or infants help)"
 Book a flight online.
 "Change ticket online."
 "Cancel ticket online."
 "Round Trip booking."
 "Payment method (credit cards, cash, etc.)"
 “Online Boarding Pass”
 Online Check- In

5. Informational Content on the Website

The informational content on the website also serves as one of the significant factors in assessing
the efficiency of the website. The content refers to the information that is present on the website
to provide the customers with the needed details regarding the services offered by the airline
along with the important news and events that the customers need to know. The factors that are
included in the informational content of the website are enlisted as under:

 Services related to the destination ( car rentals, hotel booking, cheap connecting flights,
etc.)
 Flight Details
 Information related to business travelers
 Flight Schedule
 Information related to the destination
 Privacy policy
 In-flight entertainment and services details

6. Passenger Support and Enjoyment

The passenger support and enjoyment is related to emotional attachment, which also connects the
customer's behavior. It involves the website content that engages the customer emotionally to the

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website and the services provided by the organization. The factors that are included in measuring
this website category include:

 Oversees holidays
 Domestic Holidays
 The frequent flyer program (a loyalty program offered by an airline)
 Airline merchandise
 Special offers
 Contact details
 Customer feedback and queries
 Currency convertor

7. Website Design

The fourth category for the assessment includes the website design. This is based on the user's
perceived quality of the website instruments. This includes the website content and the design in
which the content is presented. The factors to assess the website design are enlisted as under:

 Source site
 Search engine
 Customized/ localized website
 Company information
 Multi-language
 Popularity
 Career Opportunities

To assess the websites, each of the above-mentioned content was analyzed. The ratings were
given to teach the factor based on its importance and significance for the assessment of the two
selected websites. The research analysis and findings are presented in the following part of the
report.

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 8. Analysis

8.1 Background of the Organizations

Emirates Airline
Emirates Airlines is one of the leading Dubai based airlines of the world. Emirates Airlines is the
subsidiary of one of the largest groups of companies in the UAE region, the Emirates Group.
Although the airline is the subsidiary of the Emirates group, the airline is fully backed up and
wholly owned by the Government of Dubai's Investment Corporation. Emirates Airlines started
its operations in the year 1985. Ever since the establishment and commencing of flying
operations of t§he organization, the airline has been progressing and rigorously developing as a
leading airline of the world. The airline is considered one of the top choices of travelers, where
the airline is the largest in the Middle East with more than 36,000 flights in a week. The airline
connects 150 cities in around 80 countries of the world from its hub that is located in the Dubai
region of UAE. Emirates airline airport is considered the busiest airports in the world, and the
airline is ranked as the seventh-largest airline in the world. The airline is financially very stable
with a fleet of most advanced technology-based aircraft, Airbus and Boeing.

Etihad Airways
Another renowned airline operating in the UAE region is the Etihad airways. The airline is the
official airline of Abu Dhabi and is the second-largest airline in the UAE region, after Emirates
Airline. The head office of the airline is located in Khalifa City in Abu Dhabi, which is near the
international airport of Abu Dhabi. Etihad Airways started its operations in the year 2003.
(Etihad Airways official website, 2019)

The airline currently operates more than 1000 flights a week and carries more than 120
passengers along with the cargo to a different destination in the Middle East, Asia, Africa,
Europe, and America. The airline has a fleet of 177 Boeing aircraft and Airbus as of 2018. The
airline, apart from its passenger traveling facilities, also provides services related to Etihad Cargo
at Etihad Holidays.

Websites Display

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The following part of the report includes the website display, that is the welcome page of the
website, before further assessment of the sites.

Emirates Airline Website

Etihad Airways

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1. Transactional Content
The following table illustrates the analysis of the websites of Etihad Airways and Emirates
airline based on the transactional content.

Table 1: Transactional Content Analysis

Criteira Factors Emirates Airline Etihad Airways

  weight rating score rating score
Transactional content (40%)
Search for the ticket by date 4 3 12 2 8
Search for a ticket by price 4 3 12 3 12
Seat map/selection 3 3 9 4 12
Onboard services 3 4 12 3 9
Book a flight online 4 3 12 4 16
Ticket modification online 3 3 9 3 9
Cancel booking online 3 4 12 4 12
View current flight booking 3 4 12 3 9
Multicity/round trip booking 3 4 12 3 9
Payment method 4 4 16 4 16
Online boarding pass 2 3 6 3 6
Total 124 118

In the airline industry, the transaction content plays a significant role as it contains some of the
most important factors that reflect upon the airline's evaluation from the traditional channels of
making travel bookings. The category holds the highest preference and score in the analysis,
which is 40% because it's the most critical factor. The report highlighted that the transactional
content of both the airline's website is satisfactory where the Emirates airline scored a little
higher than Etihad airways. The transactional content also reflects the satisfaction of the
customers and visitors to the website. The high transaction content ratings of the website confirm
that the site is meeting the overall quality perception of the customers.

2. Informational Content
Table 2: Informational Content

Factors   Emirates Airline Etihad Airways

  weight rating score rating score

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 Informational Content (20)          
Services related to the destination 0.4 3 1.2 3 1.2
Flight Details 0.2 3 0.6 3 0.6
Information about business travellers 0.2 3 0.6 3 0.6
Flight Schedule 0.06 4 0.24 4 0.24
Information related to the destination 0.04 3 0.12 3 0.12
Privacy policy 0.05 4 0.2 3 0.15
In-flight entertainment and services details 0.05 4 0.2 4 0.2
Total     3.16   3.11

The information category has been assigned the weight of 20% in the overall index weigh, as it is
significant in representing and providing the information related to the services and quality of
services offered by the airline. The results show that in this category also, Emirate's website is
better than that of Etihad.

3. Passenger Support and Enjoyment

Table 3: Passenger support and enjoyment analysis

Factors   Emirates Airline Etihad Airways

  weight rating Score rating score
Passenger support and enjoyment (20%)          
Oversees holidays 0.06 4 0.24 4 0.24
Domestic Holidays 0.04 4 0.16 4 0.16
The frequent flyer program 0.05 4 0.2 3 0.15
Airline merchandise 0.02 4 0.08 2 0.04
Special offers 0.07 3 0.21 3 0.21
Assessment of frequent flyer programs 0.06 4 0.24 3 0.18
Contact details 0.2 4 0.8 3 0.6
Customer feedback and queries 0.3 4 1.2 4 1.2
Currency convertor 0.2 4 0.8 3 0.6
Total 3.93 3.38

It is significant for the airlines to ensure that they maintain customer loyalty. Airlines can
achieve these by a different medium, like introducing frequent flyers programs, holiday packages
as well as listening and giving attention to customers' feedback. These factors were included in
this category. The results showed that Emirates Airlines’ website has again made its mark in this

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category as it provides the best customer care services. Etihad airline also secured good but less
than that of Emirates Airlines.

4. Website Design
Table 4: Website Design

Factors   Emirates Airline Etihad Airways

Website Design (20%)          
Source site 0.4 3 1.2 3 1.2
Search engine 0.2 3 0.6 3 0.6
Customized/ localized website 0.2 3 0.6 3 0.6
Compay information 0.06 4 0.24 4 0.24
Multi-language 0.04 3 0.12 3 0.12
Popularity 0.05 4 0.2 3 0.15
Career Opporuntities 0.05 4 0.2 4 0.2
Total 3.16 3.11

The website design is also considered as a fundamental factor in accessing the organizational
website. There are several indication factors that include the popularity of the site, the
navigability, the security of the site, the language ad website support. The research analyzes that
in this category Emirates airline outperform the website of the Etihad airlines.

9. Conclusion and Recommendations

Advancement in the field of technology has impacted business from every walk of life, where the
airline industry has also been affected. The use of excessive internet has changed the ways
traditional traveling agencies used to work. The research results showed that the website of the
Emirates airline is better than that of the Etihad airways. Both the airline scored well in all
categories and individual factors. In all the four assessment criteria, the website of the Emirates
airline scored better than Etihad airways.

Considering the results of the research, it is recommended that the airline companies need to
monitor and evaluate their needs themselves. The requirement is to give maximum significance
to the quality and content of the website. It is also recommended that to ensure the quality of the

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site, the best possible way to keep reviewing the website in a periodical manner. The evaluation
of the sites would also help identify the degree of "divergence or convergence" of the website.

10.Bibliography

Alwahaishi, S., Snášel, V., & A. N.-T. (2009). Website Evaluation, an Empirical study of
Arabian Gulf Airline. International Journal of Information Studies.
Aladwania A.M. and P.C. Palvia,(2002) Developing and validating an instrument for measuring
user-perceived Web quality, Information and Management, 39:6, 2002, pp. 467-476
Barnes S.J. and R.T. Vidgen, An integrative approach to the assessment of e-commerce quality,
Journal of Electronic Commerce Research, 3:3, 2002, pp. 114-127
Emirates Airline Official Website (2019) www.emirates.com
Etihad Airways official website (2019) www.etihad.com
Evans, J., R., and King, V. E., Business-to-business marketing and the World Wide Web:
Planning, managing and assessing web sites, Industrial Marketing Management, Vol. 28, 1999,
pp. 41-50
Kim, S. and L. Stoel,(2004) Dimensional hierarchy of retail website quality, Information, and
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Loiacono, E.T., R.T. Watson, and D.L. Goodhue. (2000) WebQual: A Web Site Quality
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Retrieved 1 April 2009 from The Journal of Computer Information Systems:
http://www.allbusiness.com/company-
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Information Systems 15, 527–541

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