Evaluation of the Airline Website Quality with the Intuitionistic Fuzzy TOPSIS Method

Year 2022, Volume: 6 Issue: 2, 1277 - 1296, 31.12.2022

Eda Çınaroğlu Fulya Zaralı

https://doi.org/10.56554/jtom.1090290

Abstract

The importance of the concept of e-commerce, which has become an indispensable part of today's society due to the rapid development in information technology, has been confirmed once again during the Covid-19 pandemic period. Within the scope of e-commerce, the value of websites that provide customer interactions has also increased. Fast and effective communication is carried out through websites by airline companies that provide services on an international scale. Since it is the first point of interaction with customers, it is of great importance that these channels are designed effectively and that they have the quality and performance level to meet customer expectations. In this study, a solution proposal containing Intuitionistic Fuzzy TOPSIS (IF TOPSIS) method has been developed to measure the quality performance of airline companies’ websites. The most important criteria for the quality of airline companies' websites has been determined as security and information quality. It has also concluded that the airline company with the highest website quality is “Raynair”.

Keywords

airline website, website quality, MCDM, Intuitionistic Fuzzy TOPSIS Method

References

• Akincilar, A., & Dagdeviren, M.(2014). A hybrid multi-criteria decision making model to evaluate hotel websites. International Journal of Hospitality Management, 36, 263-271.
• Alwahaishi, S., Snášel, V., & Nehari-Talet, A. (2009). Website evaluation an empirical study of arabian gulf airlines. International Journal of Information, 1(3), 212-222.
• Apostolou, G., & Economides, A. A. (2008). Airlines websites evaluation around the world. World Summit on Knowledge Society, 611-617.
• Atanassov, K. (1986). Intuitionistic fuzzy sets. Fuzzy Sets and Systems. 20(1), 87-96.
• Bilsel, R. U., Büyüközkan, G., & Ruan, D. (2006). A fuzzy preference‐ranking model for a quality evaluation of hospital web sites. International journal of intelligent systems, 21(11), 1181-1197.
• Boran, E., Genc, S., Kurt M., & Akay D. (2009). A multi-criteria intuitionistic Fuzzy group decision making for supplier selection with TOPSIS method. Expert Systems with Applications, 36, 11363-11368.
• Buyukozkan, G., Goç, F., & Feyzioglu, O. (2018). Healthcare Website Evaluation Using Intuitionistic Fuzzy Choquet Approach. J. of Mult.-Valued Logic & Soft Computing, 30,215–237.
• Buyukozkan, G., & Guleryuz, S.(2016).Multi criteria evaluation of logistics firms’ web site performance. Journal of the Faculty of Engineering and Architecture of Gazi University, 31(4), 889-902.
• Chakraborty, D., Jaiswal, S. K., Misra, A., & Nanavati, A. A. (2005, July). Middleware architecture for evaluation and selection of 3rd party web services for service providers. In IEEE International Conference on Web Services (ICWS'05). Washington DC: IEEE Computer Society, 647-654.
• Chong, S., & Law, R. (2019). Review of studies on airline website evaluation. Journal of Travel & Tourism Marketing, 36(1), 60-75.
• Chou, C. W., & Chen, YP. (2012). A hybrid fuzzy MCDM approach for evaluating website quality of professional accounting firms. Expert Systems with Applications,39(3), 2783-2793.
• Dominic, P. D. D., & Jati, H. (2011). A comparison of Asian airlines websites quality: using a non-parametric test. International Journal of Business Innovation and Research, 5(5), 599-623.
• Dominic, P. D. D., & Khan, H. (2014). Performance measure of airline websites using analytical hierarchy process & fuzzy analytical hierarchy process. In 2014 IEEE International Conference on Control System, Computing and Engineering (ICCSCE 2014), 530-535.
• Dundar, S., Fatih, E., & Ozdemir, S. (2007). Fuzzy Topsis Yontemi ile Sanal Magazalarin Web Sitelerinin Degerlendirilmesi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(1), 287-305.
• Gavcar, C. T., & Organ, A. (2020). Evaluation of Travel Agencies Who Sell Online With AHP-Gray Relative Analysis and AHP-WASPAS Methods. Business & Management Studies: An International Journal, 8(1), 731.
• Gong, JW., Liu, HC., You, XY., & Yin, L.(2021). An integrated MCDM approach with linguistic hesitant fuzzy sets for E-learning website evaluation and selection. Applied Soft Computing, 102, 107-118.
• Harison, E., & Boonstra, A. (2008). Reaching new altitudes in e-commerce: assessing the performance of airline websites. Journal of Air Transport Management, 14(2), 92-98.
• Hidalgo, L., Cabrerizo, F.J., López Gijón, J., & Herrera-Viedma, E. (2007). Applying Fuzzy linguistic Tools to Evaluate the Quality of Airline Web Sites. In Proceedings of the II Congreso Español de Informática (CEDI 2007). II Simposio sobre Lógica Fuzzy and Soft Computing (LFSC 2007), 113-119.
• Jati, H. (2009). Performance Evaluation on Quality of Asian Airlines Websites–an AHP Approach. In Proceedings of the 4th International Conference on E-Commerce with Focus on Developing Countries, 3-4.
• Kang, D., Jang, W., & Park, Y. (2016). Evaluation of e-commerce websites using fuzzy hierarchical TOPSIS based on ES-QUAL. Applied Soft Computing, 42, 53-65.
• Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision Support Systems, 42(3), 1383-1401.
• Liang, D., Zhang, Y., Xu, Z., & Jamaldeena, A.(2019). Pythagorean fuzzy VIKOR approaches based on TODIM for evaluating internet banking website quality of Ghanaian banking industry. Applied Soft Computing, 78, 583-594.
• Lin, H. (2010). An application of fuzzy AHP for evaluating course website quality. Computers & Education, 54(4), 877-888.
• Memari, A., Dargi, A., Jokar, M. R. A., Ahmad, R., & Rahim, A. R. A. (2019). Sustainable supplier selection: A multi-criteria intuitionistic fuzzy TOPSIS method. Journal of Manufacturing Systems, 50, 9-24.
• Ostovare, M., & Shahraki, MR. (2019). Evaluation of hotel websites using the multicriteria analysis of PROMETHEE and GAIA: Evidence from the five-star hotels of Mashhad. Tourism Management Perspectives, 30, 107-116.
• Ozbek, A. (2020). Assessment of the Quality of Websites with AHP-MULTIMOORA. International Journal of Engineering Research and Development, 12(2), 479-491.
• Ozbek, A., & Engur, M. (2018). Evaluation of Logistics Company Websites by EDAS Method. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi,21(2),417-429.
• Rouyendegh B.R., Yıldızbası, A., & Ustunyer, P. (2020). Intuitionistic Fuzzy TOPSIS method for green supplier selection problem. Soft Computing, 24(3), 2215-2228.
• Shchiglik, C., & Barnes, S. J. (2004). Evaluating website quality in the airline industry. Journal of Computer Information Systems, 44(3), 17-25.
• Tsai, W. H., Chou, W. C., & Leu, J. D. (2011). An effectiveness evaluation model for the web-based marketing of the airline industry. Expert Systems with Applications, 38(12), 15499-15516.
• Vatansever, K., & Akgul, Y. (2018). Performance evaluation of websites using entropy and grey relational analysis methods: The case of airline companies. Decision Science Letters, 7(2), 119-130.
• Xie, Z. C., & Barnes, S. J. (2008). Web site quality in the UK airline industry: A longitudinal examination. Journal of Computer Information Systems, 49(2), 50-57.
• Xu, Z. (2007).Intuitionistic fuzzy aggregation operators. Fuzzy Systems, IEEE Transactions on, 15, 1179-1187.
• Yalcin, N., & Yaglı, B. (2020). Multi Criteria Analysis of website quality assessment based on ISO 25010 quality model of technology stores: The case of Turkey. International Journal of Economic and Administrative Studies, 57-76.
• Yildirim, B. F. (2019). Evaluation of Credit Card Platforms Using Intuitionistic Fuzzy TOPSIS Method. Journal of BRSA Banking and Financial Markets, 13(1), 37-58.
• Zadeh, L.A. (1965). Fuzzy sets. Information and Control., 8(3), 338-353.