Online from: 1977
Subject Area: Library and Information Studies
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|Title:||The multiple criteria and sub-criteria for electronic service quality evaluation: An interdependence perspective|
|Author(s):||Tsuen-Ho Hsu, (Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Kaohsiung City, Taiwan), Li-Chu Hung, (Department of Food and Beverage Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City, Taiwan), Jia-Wei Tang, (Graduate School of Management, National Kaohsiung First University of Science and Technology, Kaohsiung City, Taiwan)|
|Citation:||Tsuen-Ho Hsu, Li-Chu Hung, Jia-Wei Tang, (2012) "The multiple criteria and sub-criteria for electronic service quality evaluation: An interdependence perspective", Online Information Review, Vol. 36 Iss: 2, pp.241 - 260|
|Keywords:||Analytic network process, Consistent fuzzy preference relations method, Customer services quality, Electronic commerce, Electronic service quality, Interdependence perspective, Travel web site, Web sites|
|Article type:||Research paper|
|DOI:||10.1108/14684521211229057 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to evaluate multiple criteria and sub-criteria of e-SQ with the interdependence perspective, utilising three phases of measurement for the proposed e-SQ evaluation.
Design/methodology/approach – The paper utilises literature reviews to address the question of interdependence in the context of e-SQ and constructs an interdependent network structure for e-SQ evaluation. Then a method and three phases of measurement are proposed that combine the consistent fuzzy preference relations method with the analytic network process (ANP) technique, to evaluate e-SQ by using senior experts who work at travel web site companies as research participants.
Findings – First, this study discovered the interdependence perspective of criteria and sub-criteria for e-SQ evaluation. Second, it was found out that the weights of criteria and sub-criteria have reverse situations after considering the interdependence perspective. Third, the findings indicate that the interdependence perspective among criteria and sub-criteria should be taken into consideration, and the authors remind practitioners of the need to implement overall improvements instead of independently addressing each criterion or sub-criterion of e-SQ individually.
Originality/value – The authors propose a scientific and systematic method for e-SQ evaluation that can enable managers of online web sites to determine the important factors, and further to achieve total e-SQ control management. Moreover the proposed method can deal with imprecise information when evaluating e-SQ, as well as considering interdependent relationships among factors, and is thus faster and more efficient at addressing the inconsistency problems involved in multiple decision making than conventional methods.
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