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Assessing Travel Websites Based on Service Quality Attributes Under Intuitionistic Environment

Author

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  • 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)

  • Anu Gupta Aggarwal

    (Department of Operational Research, University of Delhi, Delhi, India)

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.

Suggested Citation

  • Abhishek Tandon & Himanshu Sharma & Anu Gupta Aggarwal, 2019. "Assessing Travel Websites Based on Service Quality Attributes Under Intuitionistic Environment," International Journal of Knowledge-Based Organizations (IJKBO), IGI Global, vol. 9(1), pages 66-75, January.
    • Handle: RePEc:igg:jkbo00:v:9:y:2019:i:1:p:66-75
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    Cited by:

    1. Himanshu Sharma & Abhishek Tandon & P. K. Kapur & Anu G. Aggarwal, 2019. "Ranking hotels using aspect ratings based sentiment classification and interval-valued neutrosophic TOPSIS," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(5), pages 973-983, October.
    2. Novkovska, Blagica & Dumicic, Ksenija, 2019. "Ordering Goods And Services Online In South East European Countries: Comparison By Cluster Analysis," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 10(2), pages 163-173.

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