TheWebQualityAnalyser(WQA)isanewbenchmarkingtoolforindustry.Ithasbeenextensivelytestedacrossservicesindustries.Fortyfivecriticalsuccessfeaturesarepresentedasmeasuresthatcapturetheuser'sperceptionofservicesindustrywebsites.Thistooldifferstoprevioustools,inthatitcapturestheinformationtechnology(IT)relateddriversectorsofwebsiteperformance,alongwiththemarketing-servicesrelateddriversectors.Thesedriversectorscapturerelevantstructure,functionandperformancecomponents.An'on-off'switchmeasurementapproachdetermineseachcomponent.Relevantcomponentmeasuresscaleintoarelativepresenceoftheapplicablefeature,withafeatureblockdeliveringoneofthesectordrivers.Althoughithousesbothmeasurableandafewsubjectivecomponents,theWQAoffersaprovenandusefulmeanstocomparerelevantwebsites.TheWQAdefineswebsitestrengthsandweaknesses,therebyallowingforcorrectionstothewebsitestructureofthespecificbusiness.WQAbenchmarkingagainstservicesrelatedbusinesscompetitorsdeliversapositionontheWQAindex,facilitatesspecificwebsitedriverratingcomparisons,anddemonstrateswherekeycompetitiveadvantagemayreside.Thispaperreportsonthemarketing-servicesdriversectorsofthisnewbenchmarkingWQAtool.
