A hybrid ANP evaluation model for electronic service quality

Previous research has developed evaluation measurement for electronic service quality (e-SQ) but has ignored the interdependence perspective of the criteria and sub-criteria for e-SQ evaluation. Therefore, this study aims to propose a hybrid analytic network process (ANP) model as an improved method to evaluate multiple-criteria and sub-criteria of e-SQ with the interdependence perspective. This hybrid ANP model was proposed by utilizing a process of algorithm that combines the consistent fuzzy preference relations method with the ANP approach to evaluate e-SQ. Moreover, this model overcame the problems while using the ANP in ranking options during multiple-criteria decision-making, such as the lack of consistency, the complexity, and the inability to handle information uncertainty. By using online travel websites as empirical application, this study demonstrated the hybrid ANP evaluation model that could capture expert's knowledge existing in the form of incomplete and vague information as well as identify the most important criteria based on interdependent perspective when evaluating e-SQ for websites. The results indicated that the interdependence perspective among criteria and sub-criteria should be taken into consideration by practitioners looking to improve their e-SQ. This study also suggested practitioners who manage websites that is sufficient and necessary to evaluate e-SQ under considered interdependence perspective for criteria and sub-criteria in order to obtain more in-depth findings and potential knowledge to discover the truly important criteria and sub-criteria of e-SQ when improving quality of websites. Such efforts will create overall improvement instead of isolated improvements in individual areas.