Elsevier

Applied Soft Computing

Volume 12, Issue 1, January 2012, Pages 72-81
Applied Soft Computing

A hybrid ANP evaluation model for electronic service quality

https://doi.org/10.1016/j.asoc.2011.09.008Get rights and content

Abstract

Previous research has developed evaluation measurement for electronic service quality (e-SQ) but has ignored the interdependence perspective of the criteria and sub-criteria for e-SQ evaluation. Therefore, this study aims to propose a hybrid analytic network process (ANP) model as an improved method to evaluate multiple-criteria and sub-criteria of e-SQ with the interdependence perspective. This hybrid ANP model was proposed by utilizing a process of algorithm that combines the consistent fuzzy preference relations method with the ANP approach to evaluate e-SQ. Moreover, this model overcame the problems while using the ANP in ranking options during multiple-criteria decision-making, such as the lack of consistency, the complexity, and the inability to handle information uncertainty. By using online travel websites as empirical application, this study demonstrated the hybrid ANP evaluation model that could capture expert's knowledge existing in the form of incomplete and vague information as well as identify the most important criteria based on interdependent perspective when evaluating e-SQ for websites. The results indicated that the interdependence perspective among criteria and sub-criteria should be taken into consideration by practitioners looking to improve their e-SQ. This study also suggested practitioners who manage websites that is sufficient and necessary to evaluate e-SQ under considered interdependence perspective for criteria and sub-criteria in order to obtain more in-depth findings and potential knowledge to discover the truly important criteria and sub-criteria of e-SQ when improving quality of websites. Such efforts will create overall improvement instead of isolated improvements in individual areas.

Highlights

► We propose a hybrid ANP evaluation model to evaluate multiple-criteria of e-SQ with the interdependence perspective. ► Develop by a process of algorithm that combines the consistent fuzzy preference relations method with the ANP approach. ► Overcome the problems while using the ANP in ranking options during multiple-criteria decision-making. ► The interdependence perspective among multiple-criteria should be taken into consideration by practitioners when improved their e-SQ.

Introduction

Electronic service (e-service) is now considered as one of the key determinants of successful electronic commerce. Zeithaml et al. [1] first introduced the concept of electronic service quality (e-SQ), stating that service quality on the Internet is “the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery of products and services.” Essentially, this term refers to the ability of a website to facilitate customer activities related to online shopping. Many researchers have pointed out that e-SQ is the most important determinant of long-term success for online retailers, and also indicated that good e-SQ is prerequisite for companies to operate e-commerce on the Internet. Thus, previous research has developed evaluation scales for e-SQ, including SITEQUAL [2], WebQual [3], eTailQ [4], and E-S-QUAL [5], indicating the different criteria for e-SQ evaluation within various industries [6]. In particular, such research has mainly used multidimensional and hierarchical structures and has ignored questions of interdependence and feedback between criteria and sub-criteria [7]. Using the analytic network process (ANP) approach, which is capable of addressing interdependent relationships among criteria and sub-criteria, we examine the e-SQ evaluation process from this approach.

However, using the ANP approach requires n(n  1)/2 judgments for n criteria to compute a pairwise comparison matrix, and problems may arise that may seriously affect the evaluation results, including a lack of consistency and complexity and the inability to handle information uncertainty [26]. Therefore, this study uses the consistent fuzzy preference relations method in tandem with the ANP approach, as this strategy only requires the use of (n  1) judgments to compute a pairwise comparison matrix that have n criteria, and the increase in the number of criteria or sub-criteria reduces the number of comparisons required and enhances the efficiency and accuracy of the decisions [8]. Therefore, the purpose of this study is to discover the interdependence perspective of criteria and sub-criteria for e-SQ evaluation, and to propose a three phases of measurement that combines the consistent fuzzy preference relations method with the ANP technique to evaluate multiple-criteria and sub-criteria of e-SQ with the interdependence perspective.

Section snippets

Electronic service quality

According to Rust and Lemon [9], online retailers should pay more attention to the increasing number of dissatisfying experiences that customers have online. This might include service breakdowns, lost orders, or inadequate complaint handling. Consequently, practitioners of e-service operations today must ensure high-quality electronic services for success, and the bar for electronic service quality is rising quickly due to the pace of competition and the ease of duplicating service features

Construction of hybrid ANP evaluation model for e-SQ

This study proposed a process of algorithm that combines the consistent fuzzy preference relations method with the ANP approach to evaluate the weights and influence of interdependent e-SQ criteria and sub-criteria. The content comprised seven subsections including identifying the criteria and sub-criteria of e-SQ, the network hierarchy construction of e-SQ, determining the fuzzy preference linguistic degree for e-SQ evaluation, pairwise comparison matrices among the criteria and sub-criteria

Empirical application

The use of travel websites has become the most popular and common way for customers to purchase travel-related services and products on the Internet. According to Marcussen [38], online shoppers spent the most on travel services, including airline and rail tickets, hotel accommodations, and travel packages. The travel agencies that operate their own travel websites have expanded from providing and delivering travel-related information and services to customers in the style of traditional

Conclusion

Previous researchers have developed many methods of evaluating e-SQ that have only focused on the independent hierarchical structure of the criteria at play and have ignored the interrelationships among those criteria or sub-criteria. At the same time, inconsistencies in the comparison matrix often creates slightly biased results, and e-SQ evaluation is a very complicated multi-criteria decision-making process; the available information in a multi-criteria decision process is usually uncertain,

References (59)

  • S. Jharkharia et al.

    Selection of logistics service provider: an analytic network process (ANP) approach

    Omega

    (2007)
  • L.-Z. Lin et al.

    Designing a model of FANP in brand image decision-making

    Appl. Soft Comput. J.

    (2011)
  • U.R. Tuzkaya et al.

    A fuzzy analytic network process based approach to transportation-mode selection between Turkey and Germany: a case study

    Inf. Sci.

    (2008)
  • C.T. Lin et al.

    Optimizing a marketing expert decision process for the private hotel

    Expert Syst. Appl.

    (2009)
  • E. Herrera-Viedma et al.

    Some issues on consistency of fuzzy preference relations

    Eur. J. Oper. Res.

    (2004)
  • T.C. Wang et al.

    Application of consistent fuzzy preference relations in predicting the success of knowledge management implementation

    Eur. J. Oper. Res.

    (2007)
  • R.J. Chao et al.

    Evaluation of the criteria and effectiveness of distance e-learning with consistent fuzzy preference relations

    Expert Syst. Appl.

    (2009)
  • T.C. Wang et al.

    Applying the consistent fuzzy preference relations to select merger strategy for commercial banks in new financial environments

    Expert Syst. Appl.

    (2009)
  • G.H. Tzeng et al.

    Multi-criteria analysis of alternative-fuel buses for public transportation

    Energy Policy

    (2005)
  • D. Kim et al.

    Key functional characteristics in designing and operating health information websites for user satisfaction: an application of the extended technology acceptance model

    Int. J. Med. Inf.

    (2007)
  • T. Ahn et al.

    The impact of web quality and playfulness on user acceptance of online retailing

    Inf. Manag.

    (2007)
  • S. Ha et al.

    Consumer e-shopping acceptance: antecedents in a technology acceptance model

    J. Business Res.

    (2009)
  • J. Kim et al.

    A model for evaluating the effectiveness of CRM using the balanced scorecard

    J. Interactive Market.

    (2003)
  • W.G. Kim et al.

    Effects of an online virtual community on customer loyalty and travel product purchases

    Tour. Manag.

    (2004)
  • H.H. Bauer et al.

    eTransQual: a transaction process-based approach for capturing service quality in online shopping

    J. Business Res.

    (2006)
  • E. Grigoroudis et al.

    The assessment of user-perceived web quality: application of a satisfaction benchmarking approach

    Eur. J. Oper. Res.

    (2008)
  • C. Ranganathan et al.

    Key dimensions of business-to-consumer websites

    Inf. Manag.

    (2002)
  • S. Negash et al.

    Quality and effectiveness in web-based customer support systems

    Inf. Manag.

    (2003)
  • T.L. Childers et al.

    Hedonic and utilitarian motivations for online retail shopping behavior

    J. Retail

    (2001)
  • Cited by (40)

    • Quality evaluation of carbon information disclosure of public companies in China's electric power sector based on ANP-Cloud model

      2022, Environmental Impact Assessment Review
      Citation Excerpt :

      As a result, it ignores the inner influence between the indexes. The ANP method constructs a network layer structure with internal feedback (Hsu and Tang, 2012). It considers the influences between indexes in the same level (inner influence) and that in different levels (external influence).

    • Analytic network process: An overview of applications

      2020, Applied Mathematics and Computation
    • Hybrid SWOT - ANP - FANP model for prioritization strategies of sustainable development of ecotourism in National Park Djerdap, Serbia

      2017, Forest Policy and Economics
      Citation Excerpt :

      In the application of a SWOT analysis as a tool for generating and ranking optimal strategies numerous tools for multi-criteria decision making have been developed lately, which have expanded its application and opened many opportunities for objective decision-making. Model of multi-criteria decision making that is often used for defining prioritization of strategies is the Analytic Network Process (ANP) (Saaty, 1996; Yuksel and Dagdeviren, 2007; Sevkli et al., 2012; Hsu et al., 2012; Kheirkhah et al., 2014; Shahabi et al., 2014). In recent years, hybrid SWOT - FANP method in fuzzy environment enables the most reliable results obtained (Chang and Huang, 2006; Promentilla et al., 2008; Lin and Hsu, 2011; Sevkli et al., 2012; Gorener et al., 2012; Lee, 2013; Wang et al., 2015; Chatterjee et al., 2015; Najafinasab et al., 2015; Toosi and Samani, 2016).

    View all citing articles on Scopus
    View full text