Evaluating the Quality Factors in Hotel Websites Using Multi-Criteria Decision Making Approach: The Customers' Viewpoint
This study aims to provide a multi-criteria decision making approach to evaluate the hotel website through a set of important quality factors. We use Loiacono’s WebQualTM scale to examine the quality of hotel websites. The data is collected from the users of the world's largest travel site, TripAdvisor. We adopt a multi-criteria decision making approach, Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), to perform data analysis on the collected data. Results revealed that trust, response time, transaction capability and informational fit-to-task are the most important factors from the customers’ perspectives. These findings offer useful implications for hotel website managers to consider the identified factors in the design of websites to attract and retain the consumers for long term.
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