EVALUATION OF TRAVEL WEBSITE SERVICE QUALITY USING FUZZY TOPSIS
Keywords:
Fuzzy set theory, multiple-attribute decision making, TOPSIS, TWSQAbstract
The Internet revolution has led to significant changes in the way travel agencies interact with customers. Travel websites provide customers with diverse services including travel information and products through the Internet. In practical environments, Internet users face a variety of travel website service quality (TWSQ) that is vague from human beings’ subjective judgments. In the face of the strong competitive environment, in order to profit by making customers proceed with transactions on the websites, travel websites should pay more attention to improve their service quality. This study discusses the major factors for travel agency websites’ quality from the viewpoint of users’ perception, and explores the use of Fuzzy Technique for Order Preference by Similarity to Ideal Solution (FTOPSIS) for the evaluation of TWSQ. Fuzzy TOPSIS is a preferred solution method when the performance ratings are vague and imprecise. The proposed methodology is illustrated through a practical application.
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