Quality in Online Communication:
An Analysis of Austrian ATX Companies

Peter Schneckenleitner

Prof. (FH) Dr., University of Applied Sciences Kufstein Tyrol, AUSTRIA, peter.schneckenleitner@fh-kufstein.ac.at

 Abstract

This study shows the current status quo in the digital corporate communication of Austria´s largest listed companies (ATX companies). Based on in-depth literature research, quality clusters such as usability, information and service quality are identified and divided into further subcategories. These are used to examine the websites (homepages) of listed companies. In addition, social media features will be included in the study. In total, each company is evaluated according to 19 criteria. The dimension usability was measured by accessibility, navigation, attractiveness/design. The dimension service quality was measured by interaction, contact persons, languages, newsletters. And the dimension information quality was measured by press releases, company data, financial data, current projects.

The analysis of the 20 homepages examined shows a generally high communication quality. It is striking that the companies, especially the front ranks, are only separated by small distances. Of the three sub-areas examined, the highest level of professionalism can be attributed to information quality and usability. Here the general standard is already very high. The greatest potential for ATX companies to catch up lies in homepage service quality. The analysis also shows that there is still a large gap in social media activities - which is ultimately also strongly reflected in the final ranking. While the top group of companies reached over 93 percent in the social media sector, 13 companies are 37 percent and lower. Summarizing all 19 criteria, the following picture emerges: Voest Alpine AG offers the highest quality in online communication (homepage and social media) with a rating of 93.34 percent, followed by Verbund AG with 85 percent.

Keywords: Quality of corporate Communication, ATX companies, digital communication