measuring the global readiness of airline websites: are they speaking the world’s languages?
TRANSCRIPT
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ENTER 2014 Research Track Slide Number 1
Measuring the global readiness of airline websites:
Are they speaking the world’s languages?
Peter O'Connor & Zaheer A. Shaik
ESSEC Business SchoolParis, France
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Agenda• Introduction
– Inspiration for GRI, Glocalization, History of GRI, Limitation of previous studies, Language weights
• Parameters– Language & Content, Means of payment, Bookings engine, Address
elements, Currency, Email support, Social media, Alliances
• Research method– Criteria used for evaluation
• Results
• Contribution & Conclusion
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INTRODUCTION
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Inspiration for GRI
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Glocalization
• Dochakuka (meaning indigenization)• Relevance to tourism • Airlines
– try to be global to achieve economies of scale
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History of GRI
• Augustine, Surynt, and Jens (2008)
• O'Connor (2011)
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Why?
• Measures & Indices aid stakeholders in understanding the environment
• CPI & GDI
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Limitation of previous GRI studies
• Language given equal weight
Parameters Original GRI GRI of hotel websites GRI of airline websites
Language Yes Yes Yes (modified)
Content No Yes Yes
Payment option Yes Yes Yes
Bookings option No Yes Yes
Address elements Yes Yes Yes
Logistics/shipping Yes Yes No
Currency Yes Yes Yes
Email support No No Yes
Social media links on the website No No Yes
Part of alliances No No Yes
Website with English and Korean versions is typically rated globally ready on a par
with another website with English and Mandarin versions (other parameters being equal)
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Language WeightsLanguage Internet users
English 27%
Chinese 24%
Spanish 8%
Japanese 5%
Portuguese 4%
German 4%
Arabic 3%
French 3%
Russian 3%
Korean 2%
Rest 17%
http://www.internetworldstats.com/stats7.htm
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PARAMETERS
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Language & Content
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Means of payment
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Bookings Engine
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Address Elements
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Currency
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Email Support
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Social Media Links on the website
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Part of Alliances
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Why logistics/shipping was removed?
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RESEARCH METHOD
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Case of two airlines
Airline 1Parameter English Mandarin
Language 1 1
Content 1 1
Payment 0 1
Bookings 1 1
Address 1 1
Currency 1 0
Email 0 1
Social Media 0 0
Alliances 1 1
Airline 2Parameter English Korean
Language 1 1
Content 1 1
Payment 0 1
Bookings 1 1
Address 1 1
Currency 1 0
Email 0 1
Social Media 0 0
Alliances 1 1
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Effect of weighting language
• Previous studies– GRI 1 = (6+7)/2 = 65%– GRI 2 = (6+7)/2 = 65%
• Weighed approach– GRI 1 = (6*0.27)+(7*0.25)/8 = 42.1%– GRI 2 = (6*0.27)+(7*0.002)/8 = 20.4%
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Criteria used for Evaluation
Parameter Criteria used to evaluate the website elements
Content Same language as language version = 1, else = 0
Payment option Credit card only = 0, else = 1
Bookings engine Bookings engine in the same language = 1, else = 0
Address elements US specific address elements only = 0, else = 1
Currency Currency conversion available = 1, else = 0
Email support Email reply in same language = 1, else = 0Social media link on
the websiteLink to Facebook (Weibo) in same language = 1No link or a link to a different language page = 0
Part of an alliance Part of any alliance = 1, else = 0
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Data98 airlines with 293 language
versionsLanguage versions Number of websites
10 1
9 4
8 3
7 4
6 2
5 7
4 11
3 10
2 18
1 38
Total 98
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RESULTS
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Content – 93%
• Others had parts of their home pages (images, text, or text in images) in a different language than intended
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Alternate payment methods – 27%
• 73% of websites accepted only Visa or MasterCard
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Bookings engine – 87%
• Most are paying attention to the importance of language throughout the entire customer experience
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Non-US address – 81% (49% did not ask for an address)
• Widespread adoption of electronic ticketing
• Airlines aware of diverse physical location of users
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Currency converter – 26%• Airlines do not realise the importance of
allowing users to see prices in different currencies
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Emails• 96 / 293 emails replied• 77% (74) in the same language (74/293 =
25.3%)• Average email turnaround time was 37
hours and 17 minutes
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Social media – 27%
• Chinese social media links like Weibo also gaining traction
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Airline alliance – 36%
• Star Alliance - 8 airlines • SkyTeam - 6 airlines• OneWorld - 5 airlines
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GRI
Highest – 59%Lowest – 1%
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CONTRIBUTION & CONCLUSION
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Contribution• Language parameter given weight according
to the online usage of each particular language– Website with Mandarin and English versions rated
differently than one with English and Korean versions
• Without weighting – GRI = 65%• With language weighting – GRI = 42.1% & 20.4%
• Moving towards weighted GRI where all parameters are weighted according to importance
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Conclusions• GRI improved by attributing weights to language –
to be done the same with other parameters • GRI at 21% lower than previous studies
– Airline may be less globally ready than hotel and ecommerce websites
– Weighted approach may have significantly reduced the value
• Improvements in social media (27%) and alliances (36%)
• Future correlation with other parameters such as profit, sales, human index etc.