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Investigation of the Website Communication Quality: A Study on Turkish Container Ports

Yıl 2018, Cilt: 8 Sayı: 3, 557 - 577, 27.11.2018

Gül Denktaş Şakar

Öz

Seaports operate in highly competitive business environment. One of the strategic components to survival in such competitive market conditions is the development of sound marketing communication strategies in order to present themselves to their existing and potential customers as well as other stakeholders. Due to their importance in reaching many users with adaptable and informative contents, websites play a critical role in marketing communication strategies of ports. Main aim of this study is to provide an insight regarding the characteristics of Turkish container ports’ websites in terms of website communication quality. In addition, an evaluation regarding the specific dimensions in Turkish container ports with high handling volumes is presented. The 2QCV3Q model was employed to identify website communication quality of ports’ websites. Content analysis was performed on the websites of Turkish container ports based on the dimensions that were adapted to container port industry. An analysis of the extent to which Turkish container ports use their websites in their marketing communication strategies provided a context for a deeper understanding regarding the availability of the attributes in the model. As the first study to explore the website characteristics of Turkish container ports, this research supports the theoretical background regarding the website communication quality, and also provides recommendations on improving the quality of websites to the practitioners in the container port industry.

Anahtar Kelimeler

Websitesi İletişim Kalitesi Denizcilik Konteyner Limanları Pazarlama İletişimi

Kaynakça

  • Agarwal, R., Venkatesh, V. (2002). Assessing A Firm’s Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability. Information Systems Research, 13 (2),168–186, https://doi.org/10.1287/isre.13.2.168.84
  • Aladwani A.M., Palvia, P.C. (2002). Developing and Validating an Instrument for Measuring User-Perceived Web Quality. Information & Management, 39, 467–476, https://doi.org/10.1016/S0378-7206(01)00113-6
  • Al-Mouh, N., Al-Khalifa, H. S. (2016). Enhancing Web Accessibility by Implementing Context Aware Proxy. International Journal of Web Information Systems, 12(2), 201-214, https://doi.org/10.1108/IJWIS-11-2015-0037
  • Andersen, P.H. (2005). Relationship Marketing and Brand Involvement of Professionals through Web-enhanced Brand Communities: The case of Coloplast. Industrial Marketing Management, 34(3), 285-297.
  • Ateş, A. (2016). Türkiye’deki Limanların İnternet Sitelerinde Yer Alan Misyon ve Vizyon Beyanlarının Verimlilik Odaklı İçerik Analizi. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13 (34), 401-415.
  • Bai, B., Law, R., Wen, I. (2008). The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors. International Journal of Hospitality Management, 27(3), 391-402, https://doi.org/10.1016/j.ijhm.2007.10.008
  • Barnes, S.J., Vidgen, R.(2003). Measuring Website Quality Improvements: A Case Study of the Forum on Strategic Management Knowledge Exchange. Industrial Management and Data Systems, 103(5), 297–309, https://doi.org/10.1108/02635570310477352
  • Benevolo, C., Spinelli, R. (2018). Evaluating the Quality of Web Communication in Nautical Tourism: A Suggested Approach. Tourism and Hospitality Research, 18(2), 229-241, https://doi.org/10.1177/1467358416643624
  • Brooks, M. R., Schellinck, T. (2015). Measuring Port Effectiveness: What Really Determines Cargo Interests’ Evaluations of Port Service Delivery?. Maritime Policy & Management, 42(7),699-711, https://doi.org/ 10.1080/03088839.2015.1077282
  • Burmaoglu, S., Kazancoglu, Y. (2012). E-Government Website Evaluation with Hybrid MCDM Method in Fuzzy Environment. International Journal of Applied Decision Sciences, 5(2), 163-181, https://doi.org/10.1504/IJADS.2012.046504
  • Cahoon, S. (2007). Marketing Communications for Seaports: A Matter of Survival and Growth. Maritime Policy & Management, 34(2),151-168, https://doi.org/10.1080/03088830701240342
  • Candemir, A. Zalluhoğlu, A.E., Karslı, C. (2015). Türkiye Marinalarının Websitelerinin SERVQUAL Ölçeği ile Değerlendirilmesi. II. Ulusal Liman Kongresi, Izmir, Türkiye.
  • Carlos, V.S., Rodrigues, R.G. (2012).Website Quality Evaluation in Higher Education Institutions. Procedia Technology, 5, 273-282.
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  • Chiou, W., Lin, C. and Perng, C. (2010). A Strategic Framework for Website Evaluation Based on a Review of the Literature from 1995– 2006. Information & Management, 47, 282– 290.
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  • Çavuşoğlu, D., Denktaş Şakar, G. (2013). İntermodal Limanlar ve Pazarlama İletişimi: Liman Web Sitelerinin İçerik Analizi. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, 5 (2), 37-55.
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Web Sitesi İletişim Kalitesinin İncelenmesi: Türk Konteyner Limanları Üzerine Bir Çalışma

Yıl 2018, Cilt: 8 Sayı: 3, 557 - 577, 27.11.2018

Gül Denktaş Şakar

Öz

Limanlar son derece rekabetçi bir iş çevresinde hizmet vermektedirler. Rekabetçi pazar koşullarında hayatta kalabilmedeki stratejik bileşenlerden biri, mevcut ve potansiyel müşterileri ile birlikte diğer paydaşlara kendilerini tanıtmak için etkin pazarlama iletişimi stratejilerinin geliştirilmesidir. Uyarlanabilir ve bilgilendirici içerikleriyle birçok kullanıcıya ulaşmadaki önemi nedeniyle web siteleri, limanların pazarlama iletişim stratejilerinde önemli bir rol oynamaktadır. Bu çalışmanın temel amacı, Türk konteyner limanlarının web sitelerinin özelliklerine ilişkin olarak web sitesi iletişim kalitesi açısından bir bakış açısı sağlamaktır. Ayrıca, yüksek hacimli elleçleme yapan Türk konteyner limanlarında belirli boyutlara ilişkin değerlendirmeler yapılmıştır. Limanların web sitelerinin iletişim kalitesini belirlemek için 2QCV3Q modeli kullanılmıştır. Konteyner limancılık sektörüne uyarlanmış boyutlar ışığında, Türk konteyner limanlarının web siteleri içerik analizi ile incelenmiştir. Türk konteyner limanlarının kendi web sitelerini pazarlama iletişimi stratejilerinde kullanma derecesinin analizi, modeldeki özelliklerin varlığı hakkında daha derin bir bakış açısı sağlamaktadır. Türk konteyner limanlarının web sitelerinin özelliklerini inceleyen ilk çalışma olarak bu araştırma, web sitelerinin iletişim kalitesi ile ilgili teorik altyapıyı desteklemektedir ve aynı zamanda limancılık sektöründeki uygulayıcılara web sitelerinin kalitesini iyileştirmeye yönelik öneriler sunmaktadır.

Anahtar Kelimeler

Ottoman Armenian Relocation Sivas Kayseri Pınarbaşı

Kaynakça

  • Agarwal, R., Venkatesh, V. (2002). Assessing A Firm’s Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability. Information Systems Research, 13 (2),168–186, https://doi.org/10.1287/isre.13.2.168.84
  • Aladwani A.M., Palvia, P.C. (2002). Developing and Validating an Instrument for Measuring User-Perceived Web Quality. Information & Management, 39, 467–476, https://doi.org/10.1016/S0378-7206(01)00113-6
  • Al-Mouh, N., Al-Khalifa, H. S. (2016). Enhancing Web Accessibility by Implementing Context Aware Proxy. International Journal of Web Information Systems, 12(2), 201-214, https://doi.org/10.1108/IJWIS-11-2015-0037
  • Andersen, P.H. (2005). Relationship Marketing and Brand Involvement of Professionals through Web-enhanced Brand Communities: The case of Coloplast. Industrial Marketing Management, 34(3), 285-297.
  • Ateş, A. (2016). Türkiye’deki Limanların İnternet Sitelerinde Yer Alan Misyon ve Vizyon Beyanlarının Verimlilik Odaklı İçerik Analizi. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13 (34), 401-415.
  • Bai, B., Law, R., Wen, I. (2008). The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors. International Journal of Hospitality Management, 27(3), 391-402, https://doi.org/10.1016/j.ijhm.2007.10.008
  • Barnes, S.J., Vidgen, R.(2003). Measuring Website Quality Improvements: A Case Study of the Forum on Strategic Management Knowledge Exchange. Industrial Management and Data Systems, 103(5), 297–309, https://doi.org/10.1108/02635570310477352
  • Benevolo, C., Spinelli, R. (2018). Evaluating the Quality of Web Communication in Nautical Tourism: A Suggested Approach. Tourism and Hospitality Research, 18(2), 229-241, https://doi.org/10.1177/1467358416643624
  • Brooks, M. R., Schellinck, T. (2015). Measuring Port Effectiveness: What Really Determines Cargo Interests’ Evaluations of Port Service Delivery?. Maritime Policy & Management, 42(7),699-711, https://doi.org/ 10.1080/03088839.2015.1077282
  • Burmaoglu, S., Kazancoglu, Y. (2012). E-Government Website Evaluation with Hybrid MCDM Method in Fuzzy Environment. International Journal of Applied Decision Sciences, 5(2), 163-181, https://doi.org/10.1504/IJADS.2012.046504
  • Cahoon, S. (2007). Marketing Communications for Seaports: A Matter of Survival and Growth. Maritime Policy & Management, 34(2),151-168, https://doi.org/10.1080/03088830701240342
  • Candemir, A. Zalluhoğlu, A.E., Karslı, C. (2015). Türkiye Marinalarının Websitelerinin SERVQUAL Ölçeği ile Değerlendirilmesi. II. Ulusal Liman Kongresi, Izmir, Türkiye.
  • Carlos, V.S., Rodrigues, R.G. (2012).Website Quality Evaluation in Higher Education Institutions. Procedia Technology, 5, 273-282.
  • Chakraborty, G. Lala, V. and Warren, D. (2002). An Empirical Investigation of Antecedent of B2B Websites’ Effectiveness. Journal of Interactive Marketing, 16 (4), 51-72.
  • Cheung, W.M., Huang, W.(2002). An Investigation of Commercial Usage of The World Wide Web: A Picture From Singapore. International Journal of Information Management, 22(5), 377–388, https://doi.org/10.1016/S0268-4012(02)00026-9
  • Chiou, W., Lin, C. and Perng, C. (2010). A Strategic Framework for Website Evaluation Based on a Review of the Literature from 1995– 2006. Information & Management, 47, 282– 290.
  • Chung, T., Law, R. (2003). Developing a Performance Indicator For Hotel Websites. International Journal of Hospitality Management, 22(1), 119-125, doi:10.1016/S0278- 4319(02)00076-2
  • Connolly-Ahern, C., Broadway, S. C. (2007). The Importance of Appearing Competent: An analysis of Corporate Impression Management Strategies on the World Wide Web. Public Relations Review, 33, 343–345.
  • Cox, J., Dale, B. G. (2002). Key Quality Factors in Website Design and Use: An Examination. International Journal of Quality & Reliability Management, 19(7), 862–888, https://doi.org/10.1108/02656710210434784
  • Cronin, J. J. (2003). Looking Back to See Forward in Services Marketing: Some Ideas to Consider. Managing Service Quality: An International Journal, 13 (5): 332–337, https://doi.org/10.1108/09604520310495813
  • Çalışkan, A., Esmer, S. (2018). Social Media Usage Patterns in Port Industry: Implications for Port Promotion and Public Relations. Journal of ETA Maritime Science, 6(1), 61-74, https://doi.org/10.5505/jems.2018.82905
  • Çavuşoğlu, D., Denktaş Şakar, G. (2013). İntermodal Limanlar ve Pazarlama İletişimi: Liman Web Sitelerinin İçerik Analizi. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, 5 (2), 37-55.
  • Çebi, S. (2013). Determining Importance Degrees of Website Design Parameters Based on Interactions and Types of Websites. Decision Support Systems, 54, 1030– 1043.
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  • Klaus, P., Nguyen, B. (2013). Exploring the Role of the Online Customer Experience in Firms' Multi-Channel Strategy: An Empirical Analysis of the Retail Banking Services Sector. Journal of Strategic Marketing, 21(5), 429-442, https://doi.org/10.1080/0965254X.2013.801610
  • Koufaris, M.(2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205–223, URL:https://www.jstor.org/stable/23011056
  • Kumar, N., Dadhich, R., Shastri, A. (2015). Quality Models for Web-based Application: A Comparative Study. International Journal of Computer Applications, 125(2),25-32, https://doi.org/10.5120/ijca2015905840
  • Lavie,T., Tractinsky, N. (2004). Assessing Dimensions of Perceived Visual Aesthetics of Web Sites. International Journal of Human-Computer Studies, 60(3), 269–298, https://doi.org/10.1016/j.ijhcs.2003.09.002
  • Law, R., Qi, S.,Buhalis, D. (2010). Progress in Tourism Management: A Review of Website Evaluation in Tourism Research. Tourism management, 31(3), 297-313, https://doi.org/10.1016/j.tourman.2009.11.007
  • Lee, S., Koubek, R.J. (2010). Understanding User Preferences Based on Usability and Aesthetics Before and After Actual Use. Interacting with Computers, 22, 530–543. https://doi.org/10.1016/j.intcom.2010.05.002.
  • Liang, T. P., Lai, H. J. (2002). Effect of Store Design on Consumer Purchases: An Empirical Study of On-Line Bookstores. Information & Management, 39(6), 431–444, https://doi.org/10.1016/S0378-7206(01)00129-X
  • Lin, J.C.C., Lu, H. (2000). Towards an Understanding of the Behavioural Intention to Use a Website. International Journal of Information Management, 20,197–208, https://doi.org/10.1016/S0268-4012(00)00005-0
  • Liu, C., Arnett, P. K., Capella, M. L., Beatty, C. R. (1997). Web Sites of the Fortune 500 Companies: Facing Customers Through Home Pages. Information and Management, 31(6), 335-345, https://doi.org/10.1016/S0378-7206(97)00001-3
  • Liu, C., Arnett, K. P., Litecky, C. (2000). Design Quality of Websites for Electronic Commerce: Fortune 1000 Webmasters' Evaluations. Electronic Markets, 10(2), 120-129,https://doi.org/10.1080/10196780050138173
  • Loiacono, E. T., Romano Jr., N. C., McCoy, S. (2009). The State of Corporate Website Accessibility. Communications of the ACM, 52(9),128-132, https://doi.org 10.1145/1562164.1562197
  • Lowry, P. B., Vance, A., Moody, G. Beckman, B., Read, A. (2008). Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites. Journal of Management Information Systems, 24(4),199-224, https://doi.org/10.2753/MIS0742-1222240408
  • Manzari, L., Trinidad-Christensen, J. (2013). User-Centered Design of A Web Site for Library and Information Science Students: Heuristic Evaluation and Usability Testing. Information Technology and Libraries, 25(3), 163-169, https://doi.org/10.6017/ital.v25i3.3348
  • Maynard, M., Tian, Y. (2004). Between Global and Glocal: Content Analysis of the Chinese Web sites of the 100 Top Global Brands. Public Relations Review, 30(3), 285-29.
  • McCall, J., Richards, P., Walters, G. (1977). Factors in software quality. volume i. concepts and definitions of software quality. Technical report, DTIC Document.
  • Mich, L., Franch, M., Gaio. L. (2003). Evaluating and Designing the Quality of Web Sites. IEEE Multimedia, 10(1), 34-43, https://doi.org/10.1109/MMUL.2003.1167920
  • Murati, M. (2013). The Role of Marketing in Competitive Environment of the Seaports. The 1st International Conference on Research and Education – Challenges Towards the Future (ICRA2013). Albania.
  • Notteboom, T., Parola, F., Satta, G., Penco, L. (2015). Disclosure as a Tool in Stakeholder Relations Management: A Longitudinal Study on the Port of Rotterdam. International Journal of Logistics Research and Applications, 18(3), 228-250, https://doi.org/10.1080/13675567.2015.1027149
  • Okazaki, S. (2004). Do Multinationals Standardise or Localise? The Cross-Cultural Dimensionality of Product-Based Web Sites. Internet Research, 14(1),81-94, https://doi.org/10.1108/10662240410516336
  • Olivier, D. (2005). Private Entry and Emerging Partnerships in the Container Terminal Industry: Evidence from Asia. Maritime Economics and Logistics, 7(2), 87-115, https://doi.org/10.1057/palgrave.mel.9100131
  • Olson, E.L., Widing, R.E. (2002). Are Interactive Decision Aids Better than Passive Decision Aids? A Comparison with Implications for Information Providers on the Internet. Journal of Interactive Marketing, 16(2), 22–33, https://doi.org/10.1002/dir.10007
  • Palmer J.W.(2002). Website Usability, Design, and Performance Metrics. Information Systems Research, 13(2), 151–167, https://doi.org/10.1287/isre.13.2.151.88
  • Pando J., Araujo, A., Maqueda, F.J. (2005). Marketing Management at the World's Major Ports. Maritime Policy & Management, 32(2),67-87, https://doi.org/10.1080/03088830500097414
  • Park, Y.A., Gretzel, U. (2007). Success Factors for Destination Marketing Web Sites: A Qualitative Meta-Analysis. Journal of Travel Research, 46(1),46–63, https://doi.org/10.1177/0047287507302381
  • Parola, F., Pallis, A.A., Risitano, M., Ferretti, M. (2018). Marketing Strategies for Port Authorities: A Multi-Dimensional Theorization.Transportation Research Part A, 111, 199–212.
  • Parola, F., Satta, G., Penco, L., Profumo, G.(2013). Emerging Port Authority Communication Strategies: Assessing the Determinants of Disclosure in the Annual Report. Research in Transportation Business & Management, 8,134–147, https://doi.org/10.1016/j.rtbm.2013.04.005
  • Peters, H. J. F. (2001). Developments in Global Seatrade and Container Shipping Markets: Their Effects on the Port Industry and Private Sector Involvement. International Journal of Maritime Economics, 3(1), 3–26, https://doi.org/10.1057/palgrave.ijm
  • Pflughoeft, K.A., Ramamurthy, K., Soofi, E.S., Yasai-Ardekani, M. and Zahedi, F. (2003). Multiple Conceptualizations of Small Business Web Use and Benefit. Decision Sciences, 34(3), 467–512.
  • Ranganathan, C., Ganapathy S.(2002). Key Dimensions of Business to- Consumer Websites. Information & Management, 39, 457–465, https://doi.org/10.1016/S0378-7206(01)00112-4
  • Robbins, S.S., Stylianou, A.C. (2003). Global Corporate Websites: An Empirical Investigation of Content and Design. Information and Management, 40(3),205– 212, https://doi.org/10.1016/S0378-7206(02)00002-2
  • Rondović, B. Cerović, J. Duricković, T. Melović, B. (2017). The Importance of Observing the Difference in Website Evaluations Obtained from Different Perspectives. International Journal for Quality Research, 11(2), 419–436.
  • Shawgi, E., Noureldien, N.A. (2015). Usability Measurement Model (UMM): A New Model for Measuring Websites Usability. International Journal of Information Science, 5(1), 5–13.
  • Signore, O. (2005). A Comprehensive Model for Web sites Quality. Distante, D. (Ed.). Proceedings of Seventh IEEE International Symposium on Website Evolution (WSE 2005) içinde (ss. 30–36). Los Alamitos, CA: IEEE.
  • Stevenson, J.S., Bruner, G.C., Kumar, A. (2000). Webpage Background and Viewer Attitudes. Journal of Advertising Research, 40(1), 29–34, https://doi.org/10.2501/JAR-40-1-2-29-34
  • Stopford, M. (2009). Maritime Economics. New York: Routledge.
  • TCDD (2018). Limanlar. URL. http://www.tcdd.gov.tr/content/68
  • TURKLIM (2017). Yük Bilgileri. URL. http://www.turklim.org/yuk-bilgileri/
  • UNCTAD, (1995), Marketing Promotion Tools for Ports. Report by the UNCTAD secretariat.
  • Van Iwaarden, J., Van der Wiele, T., Ball, L., Millen, R. (2003). Applying SERVQUAL to Web Sites: An Exploratory Study. International Journal of Quality & Reliability Management, 20(8), 919-935 https://doi.org/10.1108/02656710310493634
  • Virtsonis, N. Harridge‐ March, S. (2008). Website Elements in B2B Online Communications: A Case from the UK Print Industry. Marketing Intelligence & Planning, 26(7),699-718, https://doi.org/10.1108/02634500810916672
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  • Yeung, W. L., Lu, M. T. (2004). Functional Characteristics of Commercial Web Sites: A Longitudinal Study in Hong Kong. Information & Management, 41(3), 483–495, https://doi.org/10.1016/S0378-7206(03)00086-7
  • Youngblood, N. (2013). Integrating Usability and Accessibility into the Attractive Media and Communication Curriculum. Global media journal: American edition, 1-37, ISSN: 1550-7521
Toplam 84 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm MAKALE
Yazarlar

Gül Denktaş Şakar 0000-0002-1072-6150

Yayımlanma Tarihi 27 Kasım 2018
Gönderilme Tarihi 31 Temmuz 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 8 Sayı: 3

Kaynak Göster

APA Denktaş Şakar, G. (2018). Investigation of the Website Communication Quality: A Study on Turkish Container Ports. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 8(3), 557-577.
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