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


Denktaş Şakar G.

Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi, cilt.8, sa.3, ss.557-577, 2018 (Hakemli Dergi)

Özet

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.