Creation of an Instrument to Measure Website Effectiveness Using the Analytic Hierarchy Process (AHP)

Background

New applications and social media tools have a high impact on internet traffic, and websites are being continually created. These social media tools demand continuous change and adaptations by organizational websites. Top-level peer-reviewed journals may take anywhere from 2-3 years for an article to be published. By that time, the standards for websites have gone through several iterations.

In their book “Absolute Value,” Stanford Professor Itamar Simonson and Emanuel Rosen (2014) offer unique insight on the value of an organization’s website and its role in consumer behavior. From their perspectives, an organization’s website plays a significant role in customer relations. They found that organizational websites exert an impact on customer segmentation, positioning, and overall brand value. The design and function of an organization’s website enhances its brand value. Additionally, many organizations fail to recognize the importance of the organization’s online presence and its impact on consumer perceptions and behaviors.