Web Analytics / Usability
Web Usability for Community Banking is an interdisciplinary research effort between professors Kagan and Acharya in the Morrison School of Agribusiness and Gary in the Division of Computing Studies. The motivation is to determine whether the features, functions, and presentation of web sites for community banks has a resulting impact on performance. The long-term goal is to construct methodologies/models that combine quality attributes from the usability community with performance indicators in finance. Initial work was performed by graduate student Rao Lingham under the direction of the professors and the help of Dr. Koehnemann in DCS. The abstract from a submitted journal paper helps summarize the motivation: "Many businesses are now using Internet websites as a competitive tool to attract new customers, improve service quality, and boost overall financial performance. Recent studies have identified a number of website development and evaluation guidelines required to enhance the effectiveness of these new technologies in achieving these goals. One of these guidelines relates to the importance of website usability in improving business performance. To achieve this goal, a unified measure of web usability is developed using a number of relevant guidelines, which were initially proposed by Nielsen and Tahir (2002), and then the estimated index is used to measure its impact on community bank performance. Results based on a multiple regression model show that banks with higher usability score perform significantly better than those with lower score."