CHAPTER I CHAPTER I INTRODUCTION
CHAPTER 3 METHODOLOGY
3.1 Research Methodology
CHAPTER 3
r--
I I I I I
~r:~: An•ly,:-- . ----,
r
Analy5is ofE:\istmg MaterialsPhase I
I
~~~tudyr- ----
1 y - -j b -·- ---,
Study.! , , :litv I-S;udy3 -.-II
1 • Flexibility in SBTs & 1
I
l_~Systems
Flextbtllty _ • U~e-r~ Hex1b1~ : OTAs ___ _ jI
L - - - -
r---v---~
U . sability Heuristic Evaluati~~l
• Web-des1gn & Usab1lity Guidelines
• 3 Evaluators
' - --
I ---___!'_'!' y - - - - I
Study 4 I
Usability of OARS
L__ _ _ _ _ _ _ _ _ _ I
I I I
~--- _ __,L_ _ _ _ _ _ _ _
Flexibility Tacti(S Seledion
• Literature
• Bramstonning
3 HCI Experts Views in Questionnarire
Study 5
Users' Classilkation on the basis of Flexible Traveling Behavior
Phase II
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ j
1 - - - -I
1 [ ; Interface B 1
(Integration of Opaque
I Mechanism into SBTs) I
I I
Phase III
Validity
Che~:~~x~riment)J-
• Usability Testing
Figure 3.1: Research Methodology
~ v.
Phase Study I
2
Research Objectives To assess user needs (System's Flexibility and Users' Flexibility) associated with Online Airline Reservation Systems.
Table 3.1: Research Questions and Hypotheses
Research Questions Hypotheses
RQl: What are the issues H1: Non-functional Requirements are the with flexibility of Online perceived to have an impact on Airline Reservation Systems, _u::::s:-:a.:..:bc.::i=li-'::tyc._.::_of::._cO-=.A.:::R=-=S.:....
-=--=---
whether or not flexibility is H2: Functional Requirements are one of the reasons for users perceived to have an impact on the not using such systems? ...:=u,:,:s.:::a.:.b.:,:il:"i t"'-y-'o=f.:...O=-:.cA=R-=-S=-=·--=-;-:--;;-;---::-c:::-c-=-:::- H3: The perceived flexibility of OARS affects the usability of such systems.
H4 : Functional Requirements of OARS are inversely associated with the flexibility of the systems.
H5 : The availability of resources and skills set influence upon the usability of OARS.
RQ2: To what extend flexible H6 : The level of satisfaction with users can compromise with existing SBTs is different for service quality attributes of respondents with different attitudes Online Airline Reservation towards Users' Flexibility in
Analysis
Correlation Analysis, Reliability
Analysis.
Descriptive Analysis.
Systems? compromising on SQAs of the airline. ANOVA & Post-
H7: The level of satisfaction with Hoc existing OT As is different for
respondents with different attitudes towards Users' Flexibility in compromising on SQAs of the airline.
~
0\
Phase Study 3
II 4
5
Research Objectives
To propose a framework for designing more flexible Online Airline Reservation Systems while classifying users on the basis of their Flexible Traveling Behavior.
Table 3.1: Research Questions and Hypotheses (continues)
Research Questions Hypotheses
RQ3: How users' satisfaction H8 : Users' satisfaction with existmg with an existing SBTs is rated SBTs is different across their choice of against their choice of OT A four OT A features for making SBTs
Analysis
feature and reflected in their more FOARS. Two-Way ANOV A
integration assessment of the same for making SBTs more flexible Online Airline Reservation Systems?
RQ4: How users' perception on factors influencing flexible traveling behavior and flexible OARS is determined?
Emerging Theme Analysis RQS: How to classify Users' H9 : Users can be classified on the basis U .d. t'
. h . l 'bl f h . Fl 'bl T ]' B h . m Irec wna 1 on the bas1s of t e1r F ex1 e o t e1r ex1 e rave mg e av10r. S
Traveling Behavior into High, ca e 1
Medium and Low flexible and H10 : User's Flexible Behavior and their how to investigate Perceived Usability is correlated.
interrelationships among
Correlation Analysis System's Flexibility, Users' -H=
1-
1 :--,U;-;-s-er"""'·-s-;:F:;;-1-ex--,i::-b-;-l e---;:;B:-e-;-h_a_v:--i o_r_a_n--cd;---C--l-.--- Fl 'b']' ex1 11ty an d p erce1ve . d System's F ex1 1 1ty 1s corre ate . I ·b·l· . l d A orre atwn
1 .
U b.]. sa 1 1ty o ex1stmg f . · 0 1· n me na VSlS ·
Airline Reservation Systems? H12 : Perceived Usability of OARS is not affected by users' Flexible Traveling Behavior after adjusting for the effect of the covariate, System's Flexibility.
ANCOVA
~ __,
Phase III
Study Case Study
Table 3.1: Research Questions and Hypotheses (continues) Research
Objectives To study the interrelationship between System's Flexibility, Users' Flexibility and Perceived Usability of Online Airline Reservation Systems and to determine the Perceived Usability of the existing and proposed systems.
Research Questions Hypotheses
RQ6: How do service quality Hn: Flexible behavior of travelers cannot attributes of airlines and be predicted by service quality attributes external variables jointly and external variables.
predict flexible behavior of travelers?
RQ7: How does user H14 : User Perceived Usability with Perceived Usability with the existing and proposed systems is different existing and the proposed across the three groups.
system differs?
RQ8: Is there a multivariate main effect of user's Flexible Traveling Behavior (High, Medium and Low) on effectiveness. efficiency and
Ht5 : There are differences among effectiveness, efficiency and satisfaction caused by the users' Flexible Traveling Behavior.
Analysis
Multiple Regression
Analysis
Two-Way ANOVA
MAN OVA
~~--~~~---~~---~~---
satisfaction of the proposed H16 : Effectiveness, efficiency and
system? satisfaction in the proposed FOARS is
highest for users with highest flexible behavior.
Post-Hoc
3.1.1 Phase 1: Assessing User Needs (System's Flexibility & Users' Flexibility) In Chapter 2, two different perspectives of flexibility, i.e. (1) System's Flexibility (Computer) and (2) Users' Flexibility (Humans) were discussed. Therefore, in Phase I, existing Online Airline Reservation Systems (Interface A) were used to assess the System's Flexibility and Users' Flexibility. Three studies were conducted in this phase as follow:
1. A study to investigate issues with flexibility and if flexibility is the reason for not using Online Airline Reservation Systems.
2. A study to investigate users' flexible behavior in terms of compromising on service quality attributes of an airline.
3. A study to examine if integration of OTAs features can make SBTs more flexible in the context of Online Airline Reservation Systems?
Section 3.2 will discuss Phase I in detail.
3.1.2 Phase II: User's Classification (Interrelationship Testing of Variables) Phase II was designed to carry out extensive relationship testing of variables and their sub-measuring constructs towards developing a framework for designing a more Flexible Online Airline Reservation System. Two detailed studies were conducted in this phase with the following research objectives:
1. To explore the concept of users' perception on factors influencing Flexible Traveling Behavior and Flexible Online Airline Reservation Systems.
2. To classify Users' on the basis of their Flexible Traveling Behavior (Low, Medium, High) and to investigate interrelationships among System's Flexibility, Users' Flexibility and Perceived Usability of existing Online Airline Reservation Systems.
Section 3.3 will discuss Phase II in detail.
3.1.3 Phase III: Case Study (Testing the Proposed Framework)
Phase III is related to the design of a case study (paper prototype) and the corresponding analysis to answer the final research questions. Participants were requested to complete the usability evaluation of the existing and proposed interfaces (Interface B). Quantitative technique was used to analyze the data collected in the context of System's Flexibility, Users' Flexibility and Perceived Usability of the systems. Section 3.4 will discuss Phase III in detail. The following research questions were addressed:
l. How do service quality attributes of airlines and external variables jointly predict the flexible behavior of travelers?
2. How does user Perceived Usability with existing and proposed systems differs?
3. Is there a multivariate mam effect of user's Flexible Traveling Behavior (High. Medium and Low) on effectiveness, efficiency and satisfaction of the proposed system?