Performance Measurement in E-commerce – Financial Services Firms
نویسندگان
چکیده
This study examines performance measurement in online financial services in the Australian marketplace, specifically in online securities companies. Seven online stock brokerage companies from Melbourne and Sydney were interviewed, and their strategies and approaches were systematically reviewed and analysed. The findings suggest that only two companies used performance measurement in strategic decision-making about the online component of their business and none of the interviewed firms were able to draw a direct connection between the performance measures implemented and the value proposition they claimed to offer to their customers. This study identifies the major common trends in business activity of online stockbrokerage companies, which have important implications for both practitioners and academia and are the grounds for further research in the area of performance measurement.
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