Evaluating digital corporate identity: Application of AHP method in website quality analysis
Due to the increasing importance of websites as elements of digital corporate identity, website quality has become an area of great importance in practice and academic research. The goal of the research is to evaluate the quality dimensions of the website and determine their importance in choosing t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Economics institute, Belgrade
2022-01-01
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| Series: | Industrija |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-0373/2022/0350-03732303055M.pdf |
| _version_ | 1797806064519872512 |
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| author | Marinović Nevena Vlastelica Tamara Krstić Jelena |
| author_facet | Marinović Nevena Vlastelica Tamara Krstić Jelena |
| author_sort | Marinović Nevena |
| collection | DOAJ |
| description | Due to the increasing importance of websites as elements of digital corporate identity, website quality has become an area of great importance in practice and academic research. The goal of the research is to evaluate the quality dimensions of the website and determine their importance in choosing the most desirable option among several competing options. Given that the online visibility of companies from the construction industry is unsatisfactory, this sector was selected for the research, and the Web pages of selected companies from this sector were analyzed. By using the Analytical Hierarchy Process (AHP) method, it was examined which dimensions of quality have the greatest influence on the quality of a Web page. It was found that loading speed (0.703) and information quality (0.554) have the greatest influence on the quality of the website. The results of the research can be used by companies and Web designers in practice, in order to make the proper decisions regarding website content, design and functionality and their use in the context of improving the digital corporate identity. |
| first_indexed | 2024-03-13T06:01:36Z |
| format | Article |
| id | doaj.art-e746ad75b0e54ec082bda5b220e499d7 |
| institution | Directory Open Access Journal |
| issn | 0350-0373 2334-8526 |
| language | English |
| last_indexed | 2024-03-13T06:01:36Z |
| publishDate | 2022-01-01 |
| publisher | Economics institute, Belgrade |
| record_format | Article |
| series | Industrija |
| spelling | doaj.art-e746ad75b0e54ec082bda5b220e499d72023-06-12T13:14:11ZengEconomics institute, BelgradeIndustrija0350-03732334-85262022-01-01503-455740350-03732303055MEvaluating digital corporate identity: Application of AHP method in website quality analysisMarinović Nevena0Vlastelica Tamara1https://orcid.org/0000-0003-1247-4142Krstić Jelena2NIS a.d., Novi Sad, SerbiaUniversity of Belgrade, Faculty of Organizational Sciences, SerbiaEconomics Institute a.d., Belgrade, SerbiaDue to the increasing importance of websites as elements of digital corporate identity, website quality has become an area of great importance in practice and academic research. The goal of the research is to evaluate the quality dimensions of the website and determine their importance in choosing the most desirable option among several competing options. Given that the online visibility of companies from the construction industry is unsatisfactory, this sector was selected for the research, and the Web pages of selected companies from this sector were analyzed. By using the Analytical Hierarchy Process (AHP) method, it was examined which dimensions of quality have the greatest influence on the quality of a Web page. It was found that loading speed (0.703) and information quality (0.554) have the greatest influence on the quality of the website. The results of the research can be used by companies and Web designers in practice, in order to make the proper decisions regarding website content, design and functionality and their use in the context of improving the digital corporate identity.https://scindeks-clanci.ceon.rs/data/pdf/0350-0373/2022/0350-03732303055M.pdfwebsite qualityquality dimensionsdigital corporate identityahp |
| spellingShingle | Marinović Nevena Vlastelica Tamara Krstić Jelena Evaluating digital corporate identity: Application of AHP method in website quality analysis Industrija website quality quality dimensions digital corporate identity ahp |
| title | Evaluating digital corporate identity: Application of AHP method in website quality analysis |
| title_full | Evaluating digital corporate identity: Application of AHP method in website quality analysis |
| title_fullStr | Evaluating digital corporate identity: Application of AHP method in website quality analysis |
| title_full_unstemmed | Evaluating digital corporate identity: Application of AHP method in website quality analysis |
| title_short | Evaluating digital corporate identity: Application of AHP method in website quality analysis |
| title_sort | evaluating digital corporate identity application of ahp method in website quality analysis |
| topic | website quality quality dimensions digital corporate identity ahp |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0350-0373/2022/0350-03732303055M.pdf |
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