Cyber Times International Journal of Technology & Management

The present case study highlights several valuable lessons concerning the evaluation of B2C E-commerce investment and ways of increasing websites’ success rate. As the online travel industry is experiencing a boom and is the most important contributor to the revenues generated by B2C E-commerce, three websites of organizations namely Air India, Lufthansa Airlines and British Airways have been chosen for the purpose of the case study. The case study closely examines different aspects of these travel websites according to the framework suggested by STEP Model proposed in the study and identifies a set of positive aspects and aspects that need attention of web based organizations and website designers in particular of above mentioned websites.