Sustainable E-Service Quality in Tourism: Drivers Evaluation Using AHP-TOPSIS Technique

Abstract

The Internet’s meteoric rise in popularity has led to the growing importance of the quality of online services in numerous industries, including the rapidly expanding tourism industry. Accordingly, this study aims to ascertain the leading attributes of selected travel websites based on sustainable e-service quality. This study was conducted in four phases. In phase I, the key drivers of sustainable e-service quality (SESQ) were identified from a literature review and expert opinions and then categorized and validated using the EFA technique based on the responses of 100 respondents in phase II. Phase III was performed to determine the priority weightage of the identified and validated SESQ drivers using AHP, whereas in phase IV, the five most popular travel websites in India were ranked based on the SESQ drivers using the TOPSIS method. A case study is presented in this paper to demonstrate the applicability of the proposed framework. Finally, a sensitivity analysis was conducted to determine the robustness of the results. The findings of the study revealed that security, hedonic value, and efficiency were the most important drivers of SESQ that influenced customers’ selection of travel websites, and makemytrip.com was the most preferred travel website by customers.