1. Website Usability
Evaluation of Two
Top Airlines in the
Philippines
offering Online
Booking

2. RATIONALE
The growing number of Internet users and the
globalization of technology have led most of the
multinational firms to make use corporate
websites. Not only to communicate but to make
any transactions easy for its variety of customers.
Airline companies are no exception to this trend of
marketing in line with e-commerce, that in due
effect may be one of the basis to the company’s
competence.
A website that is failing may reflect as
company’s poor performance.

3. INTRODUCTION
• The web is currently being offered as the
universal panacea for all users performing any
information seeking task. (P.A. Smith 1999).
• Usability evaluation finds its beginnings in early
research on human-information processing theory
(Newell & Simon, 1972; Simon, 1979, 1981) and
Human-Computer Interaction (Card, Moran, &
Newell, 1983).

4. • At the heart of usability evaluation is the
application of social science research and
theories of computer and information technology
to the challenge of designing tools that are useful
and usable to humans. Understanding humans as
technology users necessitates an understanding
of humans as audience, where audience is
understood in the postmodern sense as actively
engaged information producers and consumers
(Ryan, 1994).

5. Two of the most top performing airline
companies in the Philippines are offering online
booking, specifically the Philippine Airline (PAL)
and the Cebu Pacific Airline. Thus, these two
are subject to the scope of the study.

6. STATEMENT OF THE PROBLEM
This study attempts to evaluate the website
usability of two top airline companies in the
Philippines, specifically the Philippine Airline
(PAL) and the Cebu Pacific Airline, that
answers the following;
1. How satisfactory the websites performance in
terms of:
* quality of information?
* quantity of information?

7. * dependability of interface?
* appearance?
* communication?
* security?
* total customer satisfaction?
2.What are the factors that affects the
performance of the website?
3. What are the recommendations that would
improve the performance of the two websites

8. SIGNIFICANCE OF THE STUDY
The proponent conduct this study to evaluate
the website usability of the two airline
company’s online booking. With an effort to
prevent and minimize the possible risks and
problems that may be encountered by the
management and specifically to the valued
customers. In that way a much better and
systematic process will be improved.

9. • MANAGEMENT
– The management and staff will acquire new ideas from the
study and it would somehow help them decide appropriate
and necessary changes needed
• CUSTOMERS
– The study aims to increase productivity by meeting the
demands of the customers with better service and quality.
By maintaining and keeping customers satisfied, there is a
great possibility that they could increase further their market
share which will entail higher demand, loyal patrons and
leads to the growth of the company.

10. • USABILITY ANALYST
– The study will greatly help the researchers /
analysts to prepare themselves for the more
sophisticated work in the future. This will also help
them to relate the theoretical knowledge acquire in
school with the industries real scenario. More
specifically, they will be a familiar with assessing
usability especially in the field of e-commerce.

11. METHODOLOGY
This study utilizes the descriptive normative
research methods with the use of a
questionnaire as a primary instrument for data
collection. Unstructured interviews and
observation of the operation were employed as
secondary instruments to verify the data
collected and come up with personal
descriptions and preliminary ideas regarding
the study.

12. The verified data collected were
tabulated, and analyzed and became the basis
of expositions regarding the findings of the
study.
• RESPONDENTS
– The respondents of the study are first – time users
and common users of online booking for the two
airline companies. There will be 5 first – time users
and 5 common users for both airline companies

13. • INSTRUMENTS
– The respondents will be asked to perform specified
task or in using the websites. This study also
utilized the questionnaire as the primary tool for
collecting of data. The data gathered from the
questionnaire will be polished through conducting
interviews for amplification. The questionnaires will
be based on Mehlenbacher, et. al Journal release
and any other related journals regarding website
usability.

14. TREATMENT OF DATA
• The questionnaire will have the following scale
and ratings:
SCALE RATINGS
VERY SATISFACTORY 3.26 - 4.00
SATISFACTORY 2.51 – 3.25
LESS SATISFACTORY 1.76 – 2.50
NEEDS IMPROVEMENT 1.00 – 1.75

15. • VERY SATISFACTORY
– outstanding, consistently exceeds standards
• SATISFACTORY
– meets expectations, shows potential
• LESS SATISFACTORY
– Sometimes does not meet requirements
• UNSATISFACTORY
– Corrective actions are necessary

16. SET OF TASK
1. Take at least two – three minutes to explore
the website and get the feel of how it looks and
works.
2. Book a trip from Cebu to Bacolod.
3. Get the cheapest round – ticket from any
destination in the Philippines.

17. QUESTIONNAIRE
• STILL IN PROGRESS…..
• QUANTITY OF INFORMATION
• QUALITY OF INFORMATION
• DEPENDABILITY OF INTERFACE
• APPEARANCE
• COMMUNICATION
• SECURITY
• TOTAL CUSTOMER SATISFACTION

18. PRESENTATION OF DATA
PHILIPPINE AIRLINES (PAL)
ranked 1st with a score of 2, 268
votes while CEBU PACIFIC ranked
the 2nd with a score of 520 votes for
the Best Airlines of the Philippines
SOURCE: www.mytopdozen.com

24. IN PROGRESS ……………..