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Assessing Travel Websites Based on Service Quality Attributes Under Intuitionistic Environment

Assessing Travel Websites Based on Service Quality Attributes Under Intuitionistic Environment
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Author(s): Abhishek Tandon (Department of Management Studies, Shaheed Sukhdev College of Business Studies, University of Delhi, Delhi, India), Himanshu Sharma (Department of Operational Research, University of Delhi, Delhi, India) and Anu Gupta Aggarwal (Department of Operational Research, University of Delhi, Delhi, India)
Copyright: 2019
Volume: 9
Issue: 1
Pages: 10
Source title: International Journal of Knowledge-Based Organizations (IJKBO)
Editor(s)-in-Chief: John Wang (Montclair State University, USA)
DOI: 10.4018/IJKBO.2019010106

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Abstract

Digitalization has increased the importance of online marketing as compared to its traditional counterpart. Over the years, the number of customers using online portals for booking tickets and hotel rooms via online travel agencies (OTAs) has shown an increasing trend. This may be due to the discounts and add-on services provided by OTA retailers. Quality of the website attracts customers to make a visit and henceforth a purchase. Since the satisfaction of online customers impacts the success of a website, a model is proposed to rank OTA websites on the basis of factors that affect website quality. The website quality criteria considered are trust, ease of use, tangibility, ease of booking, navigation, customization, system availability, responsiveness, and interactivity of ewom (electronic word-of-mouth) systems. The model combines the multi criteria group decision making (MCGDM) techniques of intuitionistic fuzzy analytic hierarchy process (IFAHP) and intuitionistic fuzzy preference ranking order method for evaluation enrichment (IFPROMETHEE). A case study is provided to validate the model. The results of the case study show the higher ranking given to the OTA website with most efficient service quality attributes.

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