Web site assessment in the airline industry: An empirical study of GCC airline companies

Due to the Internet and e-commerce booming, many airline companies are attempting to stimulate customers to shift from traditional distribution channels to online channels. Therefore, Web site quality is now considered a critical factor in attracting customers´ attention and build loyalty. This paper proposes an Airline Website Assessment Index (AWAI)-an index that assesses the website´s in four distinct areas transactional content, informational content, website design, and passenger enjoyment support. The AWAI scoring mechanism is explained and the index was applied on the top seven airline companies in the Arabian Gulf Cooperation Council (GCC) Countries. Finally, conclusions and implications derived from this study are presented. This paper would be of a great help when Airlines´ websites need to be evaluated or ranked.