FUZZY AHP-FUZZY PROMETHEE APPROACH IN EVALUATION OF E-SERVICE QUALITY: CASE OF AIRLINE WEB SITES*
Journal Title: The Journal of International Social Research - Year 2017, Vol 10, Issue 52
Abstract
In recent years, as internet access facilities have become widespread, companies are in the position of using their websites effectively so as to compete and reach their customers easily. Therefore, organizations have begun to attach importance to the notion of electronic service quality in order to increase the quality of services presented over the internet. Because it is difficult to measure e-service quality, the use of the Fuzzy decision-making approach, which enables an assessment under uncertain circumstances, emerges as an effective problem-solving tool. In this context, the aim of the paper is to evaluate the e-service quality of websites by Fuzzy multi-criteria decision-making (MCDM) methods. Firstly, the level of significance of e-service quality dimensions that are presented by Parasuraman et al. (2005) is determined by Fuzzy Analytic Hierarchy Process (FAHP) according to the surveys which are fulfilled by a decision-making team. Afterwards, the e-service quality performance of websites of the airline corporations is assessed with the Fuzzy PROMETHEE method by using the data obtained from customers through surveys. In the application of the study, the websites of four companies which operate in the Turkish aviation industry, Onur Air, Pegasus, Sun Express and Turkish Airlines, are taken into consideration and ranked with regards to their e-service quality performances.
Authors and Affiliations
Pelin ÇELİK
Keywords
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