According to Haag et al (2008) in order to measure the effectiveness of an information system strategic initiative the organisation needs to define some key performance indicators that must be tied to the objectives of the strategic plan. The most common types of measures are usability, customer satisfaction, conversion rates and financial. In the context of a hotel establishing a web site these concepts could be applied as follows:
- Usability: how easily customers can find required information in the web site - how many ‘clicks’ it takes;
- Customer satisfaction: which can be obtained through satisfaction surveys or analysing customers that are loyal to the web site;
- Conversion rates: how many customers have the first contact with the organisation through the internet and how many contacts are converted in sales;
- Financial: such as analysis of return on investment, cost-benefit analysis of the web site and break-even analysis.
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