DETERMINING SERVICE QUALITY MEASUREMENT KEY INDICATORS IN A TRAVEL WEBSITE USING A FUZZY ANALYTIC HIERARCHY PROCESS

Quality management is a very important element within an effective travel website. One of the most important components of quality management is to maintain the service quality of travel websites. Thus, selecting an effective and appropriate customer-driven evaluation model of travel website service quality (TWSQ) measurement key indicators is an important issue for improving a close and long term relationship between travel website providers and e-travelers. The AHP approach has been identified as one of the most widely used decision making tools for dealing with complex and unstructured multiple criteria decision making (MCDM) problems. However, this method is often criticized for its inability to adequately handle the inherent uncertainty and subjectivity involving the mapping of decision-maker's preference to an exact number. In order to overcome this drawback, the aim of this study is to present an analytical evaluation model based on linguistic variables and the fuzzy analytic hierarchy process (fuzzy AHP) to help travel website managers for assessing the evaluation of TWSQ measurement key indicators in a fuzzy environment. An empirical case study of a Taiwanese travel website is given to demonstrate the practicability and usefulness of this model at the end of this paper.