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Usability of airline websites in the ticket purchasing process: an eye-tracking study of air traffic passengers
Journal
AIR TRANSPORT RESEARCH SOCIETY (ATRS)
Type
conference contribution
Date Issued
2018
Author(s)
Research Team
Center for Aviation Competence, University of St.Gallen
Abstract
The goal of this research project was to analyze how a booking processes on airline websites can be designed more easily so that usability for the customer can be improved. Further, the authors wanted to derive possible consequences of an easier ticket purchase process for the overall design of an airline website. The model underlying this paper shows the connection between booking process design, subject behavior, perception and consequences of the customer in the ticket purchase process. In contrast to the frequently used TAM, the focus of this model lies on the booking process design as an external factor and on actual subject behavior. Through the mix of a literature review, an eye tracking research method as well as a pre- and post-survey, the actual behavior was compared to the subjective perception.
Through the examination of the homepage of Swiss International Airlines, Turkish Airlines, Norwegian Airlines, and Ryanair, the authors emphasize that satisfaction of customers significantly influences the intention to reuse and the probability of WOM. The website of Turkish Airlines has proven to be not customer friendly, having a direct negative effect on the intention to reuse the website and the probability of WOM. Swiss customers were very satisfied with the usability, design and process of booking, having a direct positive effect on the intention to reuse and the probability of WOM. Despite being relatively easy to use and due to the high amount of information, the websites of Norwegian and Ryanair have proven to be very complex for customers in their design, thus having a direct negative effect on the rate of satisfaction.
More generally, the results of this research show that the airline website’s ease of use as well as the perceived ease of use, perceived usability and efficiency of customers (at which not all measures are of the same significance) have a significant influence on customers’ satisfaction, intention to reuse and probability of WOM. At the same time, the results of this research support the connection between perceived ease of use and intention to reuse. Based on the results obtained, general recommendations are formulated for the overall design of an airline websites, and also for the ease of use for the website user (see chapter 4.6 for more detail). These recommendations provide an indication of an easy booking process of airline websites so that they can be designed more user-friendly for airline customers. This research thus provides clear guidelines for airlines to foster the intention to reuse and the probability of WOM increase.
By examining the booking processes as part of an eye tracking experiment, new insights into airline website design are delivered. The combination of the eye tracking and quantitative survey methods allows for determination of both the objective user behavior and the subjective perception as well as consideration of their connections. Furthermore, this paper contributes to the explanation of the success factors for a booking process and supplements existing knowledge in this field, as different usability criteria from the field human-computer-interaction are applied to the concept of ease of use of an airline website for ticket purchase.
Looking at this research project from a practical point of view, this paper shows how potential customers use airline websites, where dubiety exists, and which are critical elements of the design of airline websites. Thereby, this paper supports airlines in optimizing their booking process design with regard to ease of use and allows for a reduced purchase abortion rate as well as an increase of intention to reuse and probability of WOM. The precisely formulated recommendations represent a good starting point for proper booking process analysis and for further research in the field of airline websites and the booking process of airline customers.
Through the examination of the homepage of Swiss International Airlines, Turkish Airlines, Norwegian Airlines, and Ryanair, the authors emphasize that satisfaction of customers significantly influences the intention to reuse and the probability of WOM. The website of Turkish Airlines has proven to be not customer friendly, having a direct negative effect on the intention to reuse the website and the probability of WOM. Swiss customers were very satisfied with the usability, design and process of booking, having a direct positive effect on the intention to reuse and the probability of WOM. Despite being relatively easy to use and due to the high amount of information, the websites of Norwegian and Ryanair have proven to be very complex for customers in their design, thus having a direct negative effect on the rate of satisfaction.
More generally, the results of this research show that the airline website’s ease of use as well as the perceived ease of use, perceived usability and efficiency of customers (at which not all measures are of the same significance) have a significant influence on customers’ satisfaction, intention to reuse and probability of WOM. At the same time, the results of this research support the connection between perceived ease of use and intention to reuse. Based on the results obtained, general recommendations are formulated for the overall design of an airline websites, and also for the ease of use for the website user (see chapter 4.6 for more detail). These recommendations provide an indication of an easy booking process of airline websites so that they can be designed more user-friendly for airline customers. This research thus provides clear guidelines for airlines to foster the intention to reuse and the probability of WOM increase.
By examining the booking processes as part of an eye tracking experiment, new insights into airline website design are delivered. The combination of the eye tracking and quantitative survey methods allows for determination of both the objective user behavior and the subjective perception as well as consideration of their connections. Furthermore, this paper contributes to the explanation of the success factors for a booking process and supplements existing knowledge in this field, as different usability criteria from the field human-computer-interaction are applied to the concept of ease of use of an airline website for ticket purchase.
Looking at this research project from a practical point of view, this paper shows how potential customers use airline websites, where dubiety exists, and which are critical elements of the design of airline websites. Thereby, this paper supports airlines in optimizing their booking process design with regard to ease of use and allows for a reduced purchase abortion rate as well as an increase of intention to reuse and probability of WOM. The precisely formulated recommendations represent a good starting point for proper booking process analysis and for further research in the field of airline websites and the booking process of airline customers.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
AIR TRANSPORT RESEARCH SOCIETY (ATRS)
Publisher place
ANNUAL WORLD CONFERENCE
Volume
2018
Pages
18
Subject(s)
Division(s)
Contact Email Address
erik.linden@unisg.ch
Eprints ID
254137