Comparison websites: evidence from the service sector

Comparison websites, also known as aggregators, have become a prominent aspect of e-business. They enable users to specify their requirements and then select from a range of sellers usually ranked according to price. Comparison websites also appeal to sellers as they refine users who are then more likely to buy. This paper analyses comparison websites using Amit and Zott's value creation in e-business model, with a specific focus on the service sector, drawing on secondary material and case studies from the UK. The paper also outlines the limitations of the value creation model, implications for practitioners and outlines areas for future research.