Integrated Group Decision-Making Framework for Evaluating the Tourism Mobile E-Commerce Service Quality Using Probabilistic Linguistic Information

Abstract

The purpose of evaluating mobile e-commerce service quality in tourism is to determine how effectively these platforms meet user needs, enhance customer satisfaction, and improve travel experiences. This process identifies strengths and weaknesses in areas like usability, reliability, responsiveness, and personalization. Evaluating tourism mobile e-commerce service quality is a complex multiple-attribute group decision-making (MAGDM) problem. Recently, methods such as the logarithmic TODIM (LogTODIM) and the VIKOR have been widely used to address MAGDM challenges. However, uncertainty and vagueness often arise due to the subjective nature of human judgment. To address this, probabilistic linguistic term sets have emerged as a valuable tool, enabling decision-makers to express preferences more flexibly and accurately. This paper introduces a novel approach, the probabilistic linguistic LogTODIM-VIKOR (PL-LogTODIM-VIKOR) method to handle MAGDM problems within the probabilistic linguistic term sets framework. A numerical case study demonstrates the feasibility and effectiveness of the proposed method for evaluating tourism mobile e-commerce platforms.