یک مدل ارزیابی ترکیبی ANP برای کیفیت خدمات الکترونیکی

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.

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

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, vague, or imprecise. Additionally, if a criterion contains additional sub-criteria, this results in a greater possibility of conflict and more complexity. Thus, unlike previous studies, this study made a breakthrough in using the ANP approach to examine e-SQ and investigate the interdependent relationships among the criteria and sub-criteria. Moreover, we have proposed a process of algorithm that combined the consistent fuzzy preference relations method with the ANP approach to evaluate the priority weights of interdependent e-SQ criteria and sub-criteria as well as to overcome the drawbacks of conventional ANP and simplify the evaluation process for e-SQ criteria interdependence. In addition, it also illustrated the seven practical processes needed to compute priority weights while considering the question of interdependence. Based on the results of evaluation, we confirm that the criteria and sub-criteria relevant for e-SQ evaluation really are interdependent. We also determine that the criterion “Security” is more important than the other criteria; however, because “Website design” has the highest degree of influence, “Website design” is the most important when we consider the question of interdependence between criteria. Therefore, based on the results of this study, good websites should contain useful information, helpful website design, excellent security features, excellent customer relationships, prompt service, and attractive features, as these elements will turn e-browsers into e-buyers. The interdependence among the criteria should be taken into consideration by practitioners looking to improve their e-SQ. Such efforts will create overall improvement instead of isolated improvements in individual areas. Accordingly, this study had three important contributions to the literature and practice related to e-SQ evaluation. First, we discovered the interdependence perspective of criteria and sub-criteria for e-SQ evaluation. By studying the related literature on e-SQ measurement, the framework, and the variables, we isolate interdependent criteria and sub-criteria and construct a new interdependent network structure for e-SQ evaluation. Second, based on a interdependent network structure for e-SQ evaluation, we proposed a process of algorithm that combines the consistent fuzzy preference relations method with the ANP approach to determine of the criterion weights taking into account the interdependence of certain criteria and sub-criteria. This proposed process of algorithm could overcome the problems associated with 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, as well as reduced the number of comparisons required and enhances the efficiency and accuracy of the decisions. Third, we utilized a empirical application to illustrate the phenomenon of interdependent criteria and sub-criteria for e-SQ evaluation and prove considering this issue does affect e-SQ evaluation by applying our proposed interdependent network structure and a process of algorithm for e-SQ evaluation. The results of empirical case indicated that the interdependence perspective among criteria and sub-criteria should be taken into consideration by practitioners looking to improve e-SQ of websites.