E-shops evaluation during COVID-19 lockdown using E-S-qual and AHP-topsis

Abstract

This paper uses the E-S-QUAL model, analytic hierarchy process (AHP), and technique for order performance by similarity to ideal solution (TOPSIS) to evaluate e-commerce B2C websites among coffee-chain leaders in the Greek market. The research took place during the lockdown in Greece, due to COVID-19, which increased online sales. Our findings suggest that system availability and fulfillment are the two most important dimensions of the model, while credit card information protection and webpages that do not freeze during the ordering process are considered as the most crucial sub-dimensions. Our proposed 12-step approach can help web developers focus on the most important factors when designing e-shops, while companies can lead their efforts in improving service quality when offering their products and services to online customers.Moreover, the results of the evaluation process highlight the coffee-chain e-shop that could serve as a benchmark for best practices in online service quality.