eHospitality: Role of Website Personality on Website Effectiveness

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Transcript of eHospitality: Role of Website Personality on Website Effectiveness

  • 1. Scanyours.com 2000-2010 Scanyours.com 2000-2010 Milan Verstegen Datum : March 25, 2010 Hotel Website Marketing Conference Role of Website Personality and Gender on Website Effectiveness

2. Who am I :) Scanyours.com 2000-2010 3. De ScanYours Tag-cloud Scanyours.com 2000-2010 Internet consultancy Market Research Strong connection with VU University 30 ScanYoursers Increase online sales Improve online processes With Fun and Result driven Innovation Online marketing Webdevelopment Customers in different industries 4. Topics

  • Online consumer behavior
  • Building blocks of website effectiveness
  • Website Personality = Stylability
  • Role of Gender

Scanyours.com 2000-2010 5. Personality Quiz I Scanyours.com 2000-2010 Who is making the actual decision to book a room online? 1 2 6. Personality Quiz II Scanyours.com 2000-2010 What is important in making the final booking decision? 1. Welcoming atmosphere 2. Elegant 3. Trustworthy 4. Depth of selection / information 5. Ease of use 7. Online Consumer Behavior Scanyours.com 2000-2010 Need Search info Alternatives Decision Consuming After sales SUPPORT ALL STAGES HOW? WHY? 8. Multi-channel Scanyours.com 2000-2010 MULTI-CHANNEL GUEST EXPERIENCE 9. WHY? Scanyours.com 2000-2010 10. HOW: Five building blocks Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible Source: Dr. Tibert Verhagen, VU University, ScanYours 11. Accessible Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible Over 80% of initial site visitors uses a search engine as starting point 12. Available Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible 13. Usable Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible Attention to usability approximatelydoublesdesired business metrics 14. Functional Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible Functionality offers a way to accomplishstrategicvalue and unique positioning Source: Dr. Tibert Verhagen, VU University, ScanYours 15. Stylable Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible Mental representation of a websiteon dimensions that are similar to andreflectthe dimensions of human personality Its about Impressions and Experiences 16. Perceived Guest Experience Scanyours.com 2000-2010

  • So differs on:
  • Personality
  • Cultural background
  • Internet Experience
  • GENDER
  • Many more

17. Stylable Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible Website Personality Online Atmosphere Multi-channel Experience Website Design Trust and Risk Emotions Branding Online Store Image 18. Website Personality: 3 factors

  • Sophistication : elegant, high class, upscale
  • Authencity : reliability, thrustworthy
  • Pleasantness : easy to use

Scanyours.com 2000-2010 19. Sophistication Scanyours.com 2000-2010 20. Authencity Scanyours.com 2000-2010 21. Pleasantness Scanyours.com 2000-2010 22. Results Online Survey Scanyours.com 2000-2010 23. Relation between building blocks Scanyours.com 2000-2010 Functional Usable Available Accessible Stylable Basic attribute/dissatisfier Performance attribute Exciting attribute Objective Subjective 24. Relative importance of building blocks Scanyours.com 2000-2010 Importance 25. YES!!!!!!! Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible 26. NO!!!!!!! Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible 27. Role of Gender on Web Effectiveness Scanyours.com 2000-2010 28. Gender differences Scanyours.com 2000-2010 29. Women and the economy Scanyours.com 2000-2010 30. Business potential of women! Scanyours.com 2000-2010

  • Women account for85%of all consumer purchases
  • By income, women represent a growth markettwice as bigas China and India combined
  • 84% of women feel misunderstood by marketers
  • Women are seen as Business opportunity # 1

31. Business opportunity! Scanyours.com 2000-2010 32. Women-friendly websites Scanyours.com 2000-2010

  • How to design women-friendly websites?
  • 1.Entertainment and Sensory Experience
    • 2.High Information Standards and Simple Navigation
  • 3.Women are real word-of-mouth marketers

33. Sensory Experience Scanyours.com 2000-2010 34. Can be improved! Scanyours.com 2000-2010 35. Simple Navigation Scanyours.com 2000-2010 36. Can be improved Scanyours.com 2000-2010 37. Word-of-Mouth Scanyours.com 2000-2010 38. eHospitality Scan Scanyours.com 2000-2010 Stylable Functional Usable Available Accessible 39. Lets keep in contact?

  • T :twitter.com/scanyours_ehosp
  • L :www.linkedin.com/in/ScanyoursVerstegen
  • T :06 411 60 668
  • E :[email_address]
  • W :www.scanyours.com

Scanyours.com 2000-2010