Evaluation of Electronic Service Quality in Online Shopping Websites using Fuzzy VIKOR: a Case Study

In recent years, various researchers have investigated important factors affecting service quality in electronic business and have proposed different models to assess electronic service quality (e-SQ). The goal of this paper is presenting an applied and efficient model for evaluation of different online-shopping websites based on their electronic services quality. As among different proposed models of e-SQ, dimensions of E-S-QUAL contain all steps of customer interactions with a website, in this paper E-S-QUAL is considered for evaluation. This paper applies fuzzy multi-criteria decision making approach to determine the importance weights of evaluation criteria and the VIKOR method is taken to consolidate the service quality performance ratings of the online-shopping websites based on E-S-QUAL. In continue, six famous online shopping websites in Iran are assessed by decision making team. The analysis results reveal that proposed model can be a powerful tool for evaluation of electronic service quality in online-shopping websites.

کلیدواژه ها:

E-commerce ، Electronic service quality ، Online shopping websites ، VIKOR ، Fuzzy VIKOR