COMPARATIVE ANALYSIS OF TOPSIS AND FUZZY TOPSIS FOR THE EVALUATION OF TRAVEL WEBSITE SERVICE QUALITY

The Internet revolution has led to significant changes in the way travel agencies interact with customers. Travel websites provide customers diverse services including travel information and products through the Internet. In practical envir onments, Internet users face a variety of travel website service quality (TWSQ) that is vague from human beings' subjective judgments, and most criteria have some degree of interdependent or interactive characteristics. In the face of the strong competitio n environment, in order to profit by making customers proceed with transactions on the websites, travel websites should pay more attention to improve their service quality. This study discusses the major factors for travel agency websites quality from the viewpoint of users' perception and explores the use of multiple - attribute decision making (MADM) approaches for the evaluation of TWSQ. A comparative analysis of Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) and Fuzzy TOPSIS metho ds are illustrated through a practical application from the websites of five travel agencies. Empirical results showed that the proposed methods are viable approaches in solving the evaluation problem of TWSQ.