Determine the Importance of Website Quality Criteria from the Point of view of Users EQUAL Techniques and Fuzzy Network Analysis Process

Document Type : Research Paper

Authors

1 Research Institute of Information Technology / Iran Institute of Science and Technology (IRANDOC)

2 Department of System and Productivity Management - Faculty of Engineering - Islamic Azad University - Tehran Branch

10.34785/J018.2019.748

Abstract

Abstract
Today, the quality of the electronic services provided through the corporate website is an area where organizations can gain competitive advantage. Quality of service, customer satisfaction, and value are three elements that organizational managers should take seriously when providing customer service. In this regard, in the present study, using E-Qual model, as one of the most up-to-date website quality assessment models, we will identify the factors affecting website quality. The main indicators of this model will be weighted using the fuzzy network analysis process based on users' perspective. In this study, firstly a review of the current models in service quality assessment is done and among them a qualitative method has been selected for determining effective indicators on website service quality. Finally, after identifying the importance of the key indicators of web quality assessment, improvement strategies are presented in a case study. One of the most important research service websites, called the Ganj Database, has been selected as the case study. Based on the results, the criteria of usability, service interaction and information quality have the highest importance in the quality of the website studied, respectively. In terms of usability, due to its high weight from the users' point of view, there is a variety of filtering results and the ability to filter all information items in the treasure system as a practical suggestion. Since ease of use is the highest weight in terms of usability, it is recommended that filtering options be fully integrated to increase the ease of use of this website in order to reduce the time to reach the final response. Creating a visual appeal in website design and better contrast in site coloring is one of the most important executive solutions in the field of service interaction.

Highlights

احمدی، نفیسه (1386). ارزیابی وب سایت‌های کتابخانه‌های مرکزی دانشگاه‌های دولتی ایران و ارایه الگوی پیشنهادی جهت بهبود کیفیت آنها. پایان نامه دکترای کتابداری و اطلاع رسانی. دانشکده علوم انسانی و اجتماعی. دانشگاه آزاد اسلامی، واحد علوم و تحقیقات.

ترابی، سیدعلی (1396). رویکردهای تصمیم‌گیری با معیارهای چندگانه با ویژگی­های وصفی، انتشارات دانشگاه تهران.

شوری، محمد و قاضی زاده، مصطفی (۱۳۹۵). بررسی و ارزیابی کیفیت خدمات بانکداری الکترونیک براساس مدل ای سروکوال و تصمیم گیری چند معیاره فازی مطالعه موردی: بانک ملت، اولین کنفرانس بین المللی تحولات نوین در مدیریت، اقتصاد و حسابداری.

شوندی، حسن (1396). نظریه مجوعه‌های فازی و کاربردهای آن در مهندسی صنایع و مدیریت. انتشارات دانشگاه صنعتی شریف.

قاضی میرسعید، سیدجواد؛ معتمدی، نادیا و زارعی، محمد (1397). رتبه‌بندی کتابخانه‌های بیمارستان‌های دولتی شهر تهران مبتنی بر شاخص‌های لایب کوال و مدل ویکور. پیاورد سلامت، 12 (1)، 53-61.


Ahmadi, N. (2007). Evaluation of the websites of central libraries of Iranian public universities and presenting a suggested model for improving their quality. PhD thesis in Library and Information Science. Faculty of Humanities and Social Sciences. Islamic Azad university. science and researches section. (In Persian) Baber, H. (2019). E-SERVQUAL and Its Impact on the Performance of Islamic Banks in Malaysia from the Customer’s Perspective. The Journal of Asian Finance, Economics and Business (JAFEB), 6(1), 169-175. Baecker, R. M. (2014). Readings in Human-Computer Interaction: toward the year 2000. Elsevier.

Barnes, S.J., & Vidgen, R. T. (2005). Data triangulation in action: Using comment analysis to refine web quality metrics. In Proceedings of the 13th EuropeanConference on Information systems, information systems in a rapidly changing economy, ECIS 2005, Regensburg, Germany.
Choi, S. B., & Kim, J. M. (2019). Multimedia mobile application e-commerce service satisfaction. Multimedia Tools and Applications, 78(5), 5217-5231.
Davidson, R., & Joan, C. (2005). Determining the existence of electronic service quality gaps in the Australian wine industry. School of Commerce, Research Paper Series: 05-02 Di Fatta, D., Musotto, R., & Vesperi, W. (2016). Analyzing e-commerce websites: A quali-quantitative approach for the user perceived web quality (UPWQ). International Journal of Marketing Studies, 8(6), 33-44. Efe, B. (2019). Website Evaluation Using Interval Type-2 Fuzzy-Number-Based TOPSIS Approach. In Multi-Criteria Decision-Making Models for Website Evaluation (pp. 166-185). IGI Global. Ershadi, M. J., Aiasi, R., & Kazemi, S. (2018). Root cause analysis in quality problem solving of research information systems: a case study. International Journal of Productivity and Quality Management, 24(2), pp.284-299. Fink, D., & Nyaga, C. (2009). Evaluating web site quality: the value of a multi paradigm approach. Benchmarking: an international journal, 16(2), 259-273. Golovkova, A., Eklof, J., Malova, A., & Podkorytova, O. (2019). Customer satisfaction index and financial performance: a European cross country study. International Journal of Bank Marketing, 37(2), 479-491.
Ghazi Mirsaid, A., Motamedi, S.J., & Zarei, N. (2018). Ranking of Tehran State Hospitals Libraries Based on Lab Qualitative Indicators and Vikor Model." Journal of Payavard Health 12 (1): 53-61. (In Persian) Kang, H., & Bradley, G. (2002). Measuring the performance of IT services: An assessment of SERVQUAL. International journal of accounting information systems, 3(3), 151-164. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51-87. Maglio, P. P., Kieliszewski, C. A., Spohrer, J. C., Lyons, K., Patrício, L., & Sawatani, Y. (2018). Handbook of Service Science, Volume II. Springer Publishing Company, Incorporated. Pamučar, D., Stević, Ž., & Zavadskas, E. K. (2018). Integration of interval rough AHP and interval rough MABAC methods for evaluating university web pages. Applied Soft Computing, 67, 141-163.
Parasuraman, A (2004), “Assessing and improving service performance for maximum impact: Insights from two-decade-long research journey”. Performance Measurement and Metrics, 5(2).
Shavandi, H. (2016). Fuzzy sets theory and application in industrial engineering and management, Tehran: The expansion of basic science, . (In Persian)Singh, S., Olugu, E. U., & Fallahpour, A. (2014). Fuzzy-based sustainable manufacturing assessment model for SMEs. Clean Technologies and Environmental Policy, 16(5), 847-860. Singh, A., & Prasher, A. (2019). Measuring healthcare service quality from patients’ perspective: using Fuzzy AHP application. Total Quality Management & Business Excellence, 30(3-4), 284-300. Strong, D. M., Lee, Y. W., & Wang, R. Y. (1997). Data quality in context. Communications of the ACM, 40(5), 103-110. Tate, M. A. (2018). Web wisdom: How to evaluate and create information quality on the Web. CRC Press.
Torabi, S.A. (1396). Multi-criteria decision making approaches with applied attitude. University of Tehran Publications. (In Persian) Webb, H. W., & Webb, L. A. (2004). SiteQual: an integrated measure of Web site quality. Journal of Enterprise Information Management, 17(6), 430-440. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.

Keywords

References

References
Ahmadi, N. (2007). Evaluation of the websites of central libraries of Iranian public universities and presenting a suggested model for improving their quality. PhD thesis in Library and Information Science. Faculty of Humanities and Social Sciences. Islamic Azad university. science and researches section. (In Persian) Baber, H. (2019). E-SERVQUAL and Its Impact on the Performance of Islamic Banks in Malaysia from the Customer’s Perspective. The Journal of Asian Finance, Economics and Business (JAFEB), 6(1), 169-175. Baecker, R. M. (2014). Readings in Human-Computer Interaction: toward the year 2000. Elsevier.
Barnes, S.J., & Vidgen, R. T. (2005). Data triangulation in action: Using comment analysis to refine web quality metrics. In Proceedings of the 13th EuropeanConference on Information systems, information systems in a rapidly changing economy, ECIS 2005, Regensburg, Germany.
Choi, S. B., & Kim, J. M. (2019). Multimedia mobile application e-commerce service satisfaction. Multimedia Tools and Applications, 78(5), 5217-5231.
Davidson, R., & Joan, C. (2005). Determining the existence of electronic service quality gaps in the Australian wine industry. School of Commerce, Research Paper Series: 05-02 Di Fatta, D., Musotto, R., & Vesperi, W. (2016). Analyzing e-commerce websites: A quali-quantitative approach for the user perceived web quality (UPWQ). International Journal of Marketing Studies, 8(6), 33-44. Efe, B. (2019). Website Evaluation Using Interval Type-2 Fuzzy-Number-Based TOPSIS Approach. In Multi-Criteria Decision-Making Models for Website Evaluation (pp. 166-185). IGI Global. Ershadi, M. J., Aiasi, R., & Kazemi, S. (2018). Root cause analysis in quality problem solving of research information systems: a case study. International Journal of Productivity and Quality Management, 24(2), pp.284-299. Fink, D., & Nyaga, C. (2009). Evaluating web site quality: the value of a multi paradigm approach. Benchmarking: an international journal, 16(2), 259-273. Golovkova, A., Eklof, J., Malova, A., & Podkorytova, O. (2019). Customer satisfaction index and financial performance: a European cross country study. International Journal of Bank Marketing, 37(2), 479-491.
Ghazi Mirsaid, A., Motamedi, S.J., & Zarei, N. (2018). Ranking of Tehran State Hospitals Libraries Based on Lab Qualitative Indicators and Vikor Model." Journal of Payavard Health 12 (1): 53-61. (In Persian) Kang, H., & Bradley, G. (2002). Measuring the performance of IT services: An assessment of SERVQUAL. International journal of accounting information systems, 3(3), 151-164. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51-87. Maglio, P. P., Kieliszewski, C. A., Spohrer, J. C., Lyons, K., Patrício, L., & Sawatani, Y. (2018). Handbook of Service Science, Volume II. Springer Publishing Company, Incorporated. Pamučar, D., Stević, Ž., & Zavadskas, E. K. (2018). Integration of interval rough AHP and interval rough MABAC methods for evaluating university web pages. Applied Soft Computing, 67, 141-163.
Parasuraman, A (2004), “Assessing and improving service performance for maximum impact: Insights from two-decade-long research journey”. Performance Measurement and Metrics, 5(2).
Shavandi, H. (2016). Fuzzy sets theory and application in industrial engineering and management, Tehran: The expansion of basic science, . (In Persian)Singh, S., Olugu, E. U., & Fallahpour, A. (2014). Fuzzy-based sustainable manufacturing assessment model for SMEs. Clean Technologies and Environmental Policy, 16(5), 847-860. Singh, A., & Prasher, A. (2019). Measuring healthcare service quality from patients’ perspective: using Fuzzy AHP application. Total Quality Management & Business Excellence, 30(3-4), 284-300. Strong, D. M., Lee, Y. W., & Wang, R. Y. (1997). Data quality in context. Communications of the ACM, 40(5), 103-110. Tate, M. A. (2018). Web wisdom: How to evaluate and create information quality on the Web. CRC Press.
Torabi, S.A. (1396). Multi-criteria decision making approaches with applied attitude. University of Tehran Publications. (In Persian) Webb, H. W., & Webb, L. A. (2004). SiteQual: an integrated measure of Web site quality. Journal of Enterprise Information Management, 17(6), 430-440. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.
Consumer Behavior Studies Journal
Volume 6, Issue 2
January 2019
Pages 24-45

Files

Share

How to cite

Statistics