Department of Tourism and MICE, Chung Hua University, Hsinchu city, Taiwan.
Research Article
World Journal of Advanced Research and Reviews, 2024, 23(02), 001–010
Article DOI: 10.30574/wjarr.2024.23.2.1952
Received on 20 May 2024; revised on 28 June 2024; accepted on 01 July 2024
In the internet environment of e-commerce, website operators need to focus on meeting customer needs and increasing consumption opportunities. A company's success on an online platform depends not only on the quality of its products or services but also on various factors such as website design, user experience, and service quality. This study utilizes the Analytic Network Process (ANP) to construct a hierarchical framework for evaluating the service quality of travel agency websites. First, relevant literature was reviewed to identify evaluation criteria covering multiple dimensions of website service quality, including website design, functionality, usability, security, and customer service responsiveness. Next, questionnaires were administered to industry experts to collect professional opinions and establish the hierarchical framework. The Interpretive Structural Modeling (ISM) method was used to explore the interrelationships among these elements, understanding how they interact and influence each other. Finally, ANP was employed to determine the weight of each element. The results show that the most important aspect of travel agency website service quality is "transaction security," with a weight of 0.3820, indicating that users have very high expectations for website security. The least important aspect is "website design," with a weight of only 0.1679, suggesting that users place less emphasis on the visual presentation of the website and more on its security and usability.
Service Quality; Website Design; Competitive Advantage
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Han-Chen Huang. Research on key factors of travel agency website service quality. World Journal of Advanced Research and Reviews, 2024, 23(2), 001-010. Article DOI: https://doi.org/10.30574/wjarr.2024.23.2.1952