Application of fuzzy ahp and fuzzy marcos approach for the evaluation of e-service quality in the airline industry
Decision Making: Applications in Management and Engineering, vol.4, no.1, pp.127-152, 2021 (Scopus)
- Publication Type: Article / Article
- Volume: 4 Issue: 1
- Publication Date: 2021
- Doi Number: 10.31181/dmame2104127b
- Journal Name: Decision Making: Applications in Management and Engineering
- Journal Indexes: Scopus, Directory of Open Access Journals
- Page Numbers: pp.127-152
- Keywords: Airlines, E-service quality, Fuzzy AHP, Fuzzy MARCOS, Fuzzy sets theory
- Anadolu University Affiliated: Yes
Abstract
Airlines today use e-services extensively for marketing activities and the distribution of services. Monitoring and evaluating e-service quality are essential for customers' satisfaction and thus the success of airlines. This study aims to evaluate e-service quality in the airline industry from the point of view of the consumers. To achieve this, an integrated Fuzzy Analytical Hierarchy Process (F-AHP) and Fuzzy Measurement Alternatives and Ranking according to Compromise Solution (F-MARCOS) approach was proposed to handle the uncertain and imprecise nature of e-service evaluation. In the first stage, e-service quality criteria were prioritized using the F-AHP method. Then, a real-world case study was carried out on scheduled airlines to demonstrate the applicability of the proposed approach using the F-MARCOS method, utilizing a total sample of 395 airline passengers in Turkey. As a result, the top three e-service criteria were found as reliability, understandability, and security. A three-stage sensitivity analysis was also conducted to examine the credibility and stability of the results. This study is the first study to integrate F-AHP and F-MARCOS methods for the first time in literature.