Quelques enseignements sur la performance des sites web institutionnels

Meriem Agrebi and Laurent Flores
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Meriem Agrebi: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Laurent Flores: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: Corporate websites' performance: Some learning On line corporate communication raises nowadays real management stakes. Companies become more conscious about the benefits provided by the web both as a marketing tool and as a corporate communication tool for managing their reputation and image. This study offers some key learning on this important managerial issue. The analysis is derived from the E-Corporate Barometer database, based on corporate website visitors' feedback, interviewed online just after their website visit. Results show that customers are the less satisfied category of visitors of corporate websites. Identifying the main drivers of satisfaction can improve both the online experience and the general opinion toward the company.

Keywords: corporate communication; e-satisfaction; motivations of visits; performance of corporate websites.; communication institutionnelle; motivations de visite; performance des sites web institutionnels. (search for similar items in EconPapers)
Date: 2013-06
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Published in Décisions Marketing, 2013, 70, pp.91-106. ⟨10.7193/DM.070.91.106⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02396366

DOI: 10.7193/DM.070.91.106

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