The assessment of user-perceived web quality: Application of a satisfaction benchmarking approach

The assessment of website quality is considered as a problem of measuring user satisfaction, in order to analyse user perceptions and preferences. The presented pilot user satisfaction survey concerns the major cellular phone service providers in Greece. The analysis is based on a multicriteria preference disaggregation approach for satisfaction benchmarking analysis and consists of the following parts: (1) the user satisfaction analysis, which concerns the identification of customer preferences and includes the estimation of the relative importance and the demanding level of the different user satisfaction dimensions, and (2) the satisfaction benchmarking analysis, which is mainly focused on the performance evaluation of the competitive organisations against the satisfaction criteria, as well as the identification of the competitive advantages of each company. The results presented in this paper demonstrate how business organisations may locate their position against competition, pinpoint their weak points and determine which website characteristics will improve their global performance.