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Evaluating the Electronic Service Quality of E-Shops Using AHP-TOPSIS: The Case of Greek Coffee Chains During the COVID-19 Lockdown

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  • Xenia J. Mamakou

    (Business Informatics Laboratory, Athens University of Economics and Business, Greece)

  • Konstantina-Porfyria Roumeliotou

    (Athens University of Economics and Business, Greece)

Abstract

The purpose of this study is to evaluate and rank the e-shops of the top Greek coffee-chains, based on their electronic service quality. Data were collected from experts during the first COVID-19 lockdown. Based on the E-S-QUAL model, we applied a 12-step multi-criteria decision-making methodology utilizing analytic hierarchy process (AHP), and technique for order performance by similarity to ideal solution (TOPSIS). The results indicate that system availability and fulfillment are the two most crucial dimensions of the model. Protection of credit card information, webpages that do not freeze during the ordering process, delivery of the ordered items, and truthfulness about products and services offered by the e-shop are considered the most important sub-dimensions. Our findings can aid managers and practitioners focus on the most important service quality elements when developing e-commerce websites. Furthermore, our study’s results highlight the positive and negative areas of performance of the e-shops under evaluation.

Suggested Citation

  • Xenia J. Mamakou & Konstantina-Porfyria Roumeliotou, 2022. "Evaluating the Electronic Service Quality of E-Shops Using AHP-TOPSIS: The Case of Greek Coffee Chains During the COVID-19 Lockdown," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 20(1), pages 1-17, January.
    • Handle: RePEc:igg:jeco00:v:20:y:2022:i:1:p:1-17
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    References listed on IDEAS

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    1. Ocampo, Lanndon & Alinsub, Jovir & Casul, Ruselle Anne & Enquig, Germellie & Luar, Mitzi & Panuncillon, Noche & Bongo, Miriam & Ocampo, Christine Omela, 2019. "Public service quality evaluation with SERVQUAL and AHP-TOPSIS: A case of Philippine government agencies," Socio-Economic Planning Sciences, Elsevier, vol. 68(C).
    2. Jianrong Yao & Jin Liu, 2016. "E-Government Project Evaluation: A Balanced Scorecard Analysis," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 14(1), pages 11-23, January.
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