EVALUATION OF SERVICE QUALITY OF HOTEL AND HOLIDAY RESERVATION WEB SITES IN TURKEY BY INTEGRATED SWARA - GRAY RELATIONSHIP ANALYSIS METHOD

Abstract

With the development and widespread use of technology, the rate of Internet use in the world is rapidly increasing. It has made our life even easier as almost all of our daily needs are met through the internet. The widespread use of the Internet has influenced many sectors and has also influenced the tourism industry, enabling many online hotels and holiday booking websites to emerge. Hotels and holiday booking websites have provided facilities for hotel and holiday selection, and offer many opportunities to compare alternatives. However, the issue of which booking website is best for individuals who make a reservation plan is a matter of multi-criteria decision making. In this study, it was aimed to determine the importance levels (weights) of the criteria to be used in preference of holiday reservation web sites by using SWARA method and to include the criteria weights in the process and to evaluate alternative holiday reservation websites in Turkey using Gray Relational Analysis method. In addition, the service quality of seven hotels and holiday booking websites operating in Turkey has been tried to be evaluated. The most important criterion that consumers use to make site reservation for hotels and holiday over the Internet is "reliability". In addition, the hotel and holiday booking companies have been evaluated in terms of service quality and "TATILBUDUR.COM" among the web sites was the first place.

Keywords

• Internet,hotel and holiday web sites,selection of reservation web site,SWARA method,grey relational analysis method

References

1. Aghdaie, M. H., Zolfani, S. H. ve Zavadskas, E. K., (2013). Decision making in machine tool selection : an integrated approach with SWARA and COPRAS-G methods. Engineering Economics, 24(1), 5–17.
2. Aghdaie, M. H., Zolfani, S. H. ve Zavadskas, E. K., (2014a). Synergies of data mining and multiple attribute decision making. Procedia - Social and Behavioral Sciences, 110 767–776.
3. Aghdaie, M. H., Zolfani, S. H. ve Zavadskas, E. K., (2014b). Sales branches performance evaluation: a multiple attribute decision making approach. 8th International Scientific Conference “Business and Management 2014, 1–7.
4. Alimardani, M., Zolfani, S. H., Aghdaie, M. H. ve Tamošaitienė, J., (2013). A novel Hybrid SWARA and VIKOR methodology for supplier selection in an agile environment. Technological and Economic Development of Economy, 19(3), 533–548.
5. Anh, H., Nguyen, D., Lee, C. ve Shin, K. (2017). An approach to optimizing printed conductive lines in high-resolution roll-to- roll gravure printing. Robotics and Computer Integrated Manufacturing, 46(January),122–129.
6. Bai, B., Hu, C., and Jang, S.-C. (2006). Examining e-relationship marketing features on hotel websites. Journal of Travel & Tourism Marketing, 21(2/3), 33–48.
7. Baloglu, S., and Pekcan, Y. A. (2006). The website design and Internet site marketing practices of upscale and luxury hotels in Turkey. Tourism Management, 27(1), 171–176.
8. Barnes, S. J., and Vidgen, R. T. (2006). Data triangulation and web quality metrics: A case study in e-government. Information & Management, 43(6), 767-777.

9. Chan, J. W. K. ve Tong, T. K. L. (2007). Multi-criteria material selections and end-of-life product strategy: grey relational analysis approach. Materials and Design, 28(5), 1539–1546.
10. Chang, C.-L., Tsai, C.-H. ve Chen, L. (2003). Applying grey relational analysis to the decathlon evaluation model. International Journal of The Computer. The Internet and Management, 11(3), 54–62.
11. Chen, F. L. ve Ou, T. Y. (2009). Gray relation analysis and multilayer functional link network sales forecasting model for perishable food in convenience store. Expert Systems with Applications, 36, 7054–7063.
12. Chen, H. G., Yu-Chih Liu, J., Shin Sheu, T., and Yang, M. H. (2012). The impact of financial services quality and fairness on customer satisfaction. Managing Service Quality: An International Journal, 22(4), 399-421.
13. Chung, T., and Law, R. (2003). Developing a performance Indicator for hotel websites. International Journal of Hospitality Management, 22(1), 119-125.
14. Çakır, E. (2016). Kentsel dönüşüm kapsamında müteahhit (yüklenici) firmanın Bütünleşik SWARA - VIKOR yöntemiyle seçilmesi. Proceedings of XVII, International Symposium on Econometrics, Operations Research and Statistics içinde (p. 881–896). Sivas: Proceedings of XVII. International Symposium on Econometrics, Operations Research and Statistics.
15. Çakır, E. (2017). Kriter ağırlıklarının SWARA – Copeland yöntemi ile belirlenmesi: Bir üretim işletmesinde uygulama, Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(1), 42-56.
16. Çakmak, Z., Baş, M. ve Yıldırım, E. (2012). Gri ilişkisel analiz ve uyum analizi ile bir işletmede karşılaşılan üretim hatalarının incelenmesi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi,17(1), 123–142.
17. Çaydaş, U. ve Hasçalık, A. (2008). Use of the grey relational analysis to determine optimum laser cutting parameters with multiperformance characteristics. Optics and Laser Technology, 40(7), 987–994.
18. Das, D. K., Mishra, P. C., Chaubey, A. K. ve Singh, S. (2016). Fabrication process optimization for ımproved mechanical properties of al 7075/sicp metal matrix composites. Management Science Letters, 6, 297–308.
19. Dehnavi, A., Aghdam, I. N., Pradhan, B. ve Morshed Varzandeh, M. H. (2015). A new hybrid model using step-wise weight assessment ratio analysis (SWARA) technique and adaptive neuro-fuzzy inference system (ANFIS) for tegional landslide hazard assessment in Iran. Catena, 135, 122–148.
20. Deng, J. (1989). Introduction to grey system theory. The Journal of Grey System, 1(1), 1–24.
21. Doolin, B., Burgess, L., and Cooper, J. (2002). Evaluating the use of the web for tourism marketing: a case study from New Zealand”, Tourism Management, 23(5), 557-561.
22. Fu Tsang, N. K., Lai, M. T., and Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323.
23. Fung, C. P. (2003). Manufacturing process optimization for wear property of fiber-reinforced polybutylene terephthalate composites with grey relational analysis. Wear, 254(3/4), 298–306.
24. Goyal, S. ve Grover, S. (2012). Applying fuzzy grey relational analysis for ranking the advanced manufacturing systems. Grey Systems: Theory and Application, 2(2), 284–298.
25. Han, J. H., and Mills, J. E. (2006). Zero acquaintance benchmarking at travel destination websites: what is the first impression that national tourism organizations try to make?, International Journal of Tourism Research, 8(6), 405-430.
26. Hasani, H., Tabatabaei, S. A. ve Amiri, G. (2012). Grey relational analysis to determine the optimum process parameters for open-end spinning yarns. Journal of Engineered Fibers and Fabrics, 7(2), 81–86.
27. Hepsen, A. ve Yildirim, B. F. (2015). Grey relational analysis based ranking of Latin American and Caribbean economies. Pressacademia, 2(3), 301–312.
28. Ho, C. I., and Lee, Y. L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434-1449.
29. Hu, Y.-C. (2009). Fuzzy multiple-criteria decision making in the determination of critical criteria for assessing service quality of travel websites. Expert Systems with Applications, 36(3), 6439–6445
30. Hua, Y., Wang, S., Chai, C., Liu, Z., Liu, X., Zou, L., … Ying, Y. (2016). Quality evaluation of pseudostellariae radix based on simultaneous determination of multiple bioactive components combined with grey relational analysis. Molecules (Basel, Switzerland), 22(1).
31. Hussain, T., Arain, F. A. ve Malik, Z. A. (2017). Use of taguchi method and grey relational analysis to optimize multiple yarn characteristics in open-end rotor spinning. Autex Research Journal, 17(1), 67–72. http://search.ebscohost.com/login.aspx?direct=true&db=eoah&AN=41495260&lang=tr&site=ehost-live adresinden erişildi.
32. Kaplanidou, K and Vogt, C. (2006). A structural analysis of destination travel intentions as a function of web site features, Journal of Travel Research, 45(2), 204-216.
33. Karabasevic, D., Paunkovic, J. ve Stanujkic, D. (2016). Ranking of companies according to the indicators of corporate social responsibility based on SWARA and ARAS methods. Serbian Journal of Management, 11(1), 43–53.
34. Karabasevic, D., Stanujkic, D., Urosevic, S. ve Maksimovic, M. (2015). Selection of candidates in the mining industry based on the application of the SWARA and the MULTIMOORA methods. Acta Montanistica Slovaca, 20(2), 116–124.
35. Karabasevic, D., Stanujkic, D., Urosevic, S. ve Maksimovic, M. (2016). An approach to personnel selection based on SWARA and Waspas methods. Journal of Economics, Management and Informatics, 7(1), 1–11.
36. Katerattanakul, P. (2002). Framework of effective web site design for business-to-consumer Internet commerce, INFOR: Information Systems and Operational Research, 40(1), 57-70.
37. Kaynama, S. A., and Black, C. I. (2000). A proposal to assess the service quality of online travel agencies: an exploratory study, Journal of Professional Services Marketing, 21(1), 63-88.
38. Keršulienė, V. ve Turskis, Z. (2011). Integrated fuzzy multiple criteria decision making model for architect selection, Technological and Economic Development of Economy, 17(4), 645–666.
39. Keršuliene, V., Zavadskas, E. K. ve Turskis, Z. (2010). Selection of rational dispute resolution method by applying new step-wise weight assessment ratio analysis (SWARA). Journal of Business Economics and Management, 11(2), 243–258.
40. Klausegger, C. (2006). Evaluating Internet portals—an empirical study of acceptance measurement based. Journal of Quality Assurance in Hospitality & Tourism, 6(3/4), 163-183.
41. Kung, C. Y. ve Wen, K. L. (2007). Applying grey relational analysis and grey decision-making to evaluate the relationship between company attributes and its financial performance - a case study of venture capital enterprises in Taiwan. Decision Support Systems, 43(3), 842–852.
42. Kuo, Y., Yang, T. ve Huang, G. W. (2008). The use of Grey relational analysis in solving multiple attribute decision-making problems. CompComputers & Industrial Engineering, 55(1), 80–93.
43. Law, R., and Leung, K. (2002). “Online Airfare Reservation Services: A Study of Asian-based and North American-based Travel Web Sites”, Information Technology and Tourism, 5(1), 25-33.
44. Law, R., and Wong, J. (2003). Successful factors for a travel web site: perceptions of on-line purchasers in Hong Kong. Journal of Hospitality & Tourism Research, 27(1), 118-124.
45. Law, R., Qi, S., and Buhalis, D. (2010). Progress in tourism management: a review of website evaluation in tourism research. Tourism Management, 31(3), 297-313.
46. Lee, W. S. ve Lin, Y.-C. (2011). Evaluating and ranking energy performance of office buildings using Grey relational analysis. Energy, 36, 2551–2556.
47. Lin, Y.-H., Lee, P.-C. ve Chang, T.-P. (2009). Practical expert diagnosis model based on the Grey relational analysis technique. Expert Systems with Applications, 36(2), 1523–1528.
48. Lin, Z. C. ve Ho, C. Y. (2003). Analysis and application of grey relation and ANOVA in chemical-mechanical polishing process parameters. International Journal of Advanced Manufacturing Technology, 21(1), 10–14.
49. Lu, I. J., Lin, S. J. ve Lewis, C. (2008). Grey relation analysis of motor vehicular energy consumption in Taiwan. Energy Policy, 36(7), 2556– 2561.
50. Nezhad, M. R. G., Zolfani, S. H., Moztarzadeh, F., Zavadskas, E. K. ve Bahrami, M. (2015). Planning the priority of high tech industries based on SWARA-WASPAS methodology: The case of the nanotechnology industry in Iran. Economic Research-Ekonomska Istrazivanja, 28(1), 1111–1137.
51. Park, Y. A., and Gretzel, U. (2007). Success factors for destination marketing web sites: a qualitative Meta-analysis. Journal of Travel Research, 46(1) 46-63.
52. Park, Y. A., Gretzel, U., and Sirakaya-Turk, E. (2007). Measuring website quality for online travel agencies. Journal of Travel & Tourism Marketing, 23(1), 15–30.
53. Peker, İ. ve Baki, B. (2011). Performance evaluation in Turkish insurance sector with grey relationship analysis. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 3(7), 1–18.
54. Perdue, R. R. (2002). Internet site evaluations: the influence of behavioral experience, existing images, and selected website characteristics. Journal of Travel and Tourism Marketing, 11(2-3), 21-38.
55. Rajesh, R. ve Ravi, V. (2015). Supplier selection in resilient supply chains: a Grey relational analysis approach. Journal of Cleaner Production, 86, 343–359.
56. Saha, A. ve Mandal, N. K. (2013). Optimization of machining parameters of turning operations based on multi performance criteria. International Journal of Industrial Engineering Computations, 4, 51–60.
57. Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. managing service quality. An International Journal, 13(3), 233-246.
58. Sarucan, A., Baysal, E. M., Kahraman, C. ve Engin, O. (2011). A hierarchy Grey relational analysis for selecting the renewable electricity generation technologies. World Congress on Engineering, II, 4–9.
59. Schmidt, S., Cantallops, A. S., and Santos, C. P. (2008). The characteristics of hotel websites and their implications for website effectiveness. Tourism Management, 28(2), 504–516.
60. Senger, Ö. ve Albayrak, Ö. K. (2016). Gri ilişki analizi yöntemi ile personel değerlendirme üzerine bir çalışma. International Journal of Economic & Administrative Studies, 2016(7), 235–258.
61. Shukla, S., Mishra, P. K., Jain, R. ve Yadav, H. C. (2016). An integrated decision making approach for ERP system selection using SWARA and PROMETHEE method. Int. J. of Intelligent Enterprise, 3(2), 120–147.
62. Sofyalıoğlu, Ç. ve Öztürk, Ş. (2012). Application of Grey relational analysis with Fuzzy AHP to FMEA method. Doğuş Üniversitesi Dergisi, 13(1), 114–130.
63. Stanujkic, D., Karabasevic, D. ve Zavadskas, E. K. (2015). A framework for the selection of a packaging design based on the SWARA method. Engineering Economics, 26(2), 181–187.
64. Sumrit, D., Anuntavoranich, P. ve Vadhanasindhu, P. (2012). strategic decision for the external technological innovation acquisition mode selection by using an integration of AHP and GRA methods: a case study on a thai new technology-based firm. IOSR Journal of Business and Management, 6(1), 29–38.
65. Tosun, N. (2006). Determination of Optimum parameters for multi-performance characteristics in drilling by using Grey relational analysis. International Journal of Advanced Manufacturing Technology, 28(5–6), 450–455.
66. Tsai, C.-H., Chang, C.-L. ve Chen, L. (2003). Applying Grey relational analysis to the vendor evaluation model. International Journal of The Computer, The Internet and Management, 11(3), 45–53.
67. Tuş Işık, A. ve Aytaç Adalı, E. (2016). A new integrated decision making approach based on SWARA and OCRA methods for the hotel selection problem. International Journal of Advanced Operations Management, 8(2), 140–151.
68. Tzeng, C.-J., Lin, Y.-H., Yang, Y.-K. ve Jeng, M.-C. (2009). Optimization of turning operations with multiple performance characteristics using the taguchi method and grey relational analysis. Journal of Materials Processing Technology, 209(6), 2753–2759.
69. Uçkun, N. ve Girginer, N. (2011). Türkiye’deki kamu ve özel bankaların performanslarının Gri İlişki Analizi ile incelenmesi, 67–88.
70. Üstünışık, N. Z. (2007). Türkiye’deki İller ve Bölgeler Bazında Sosyo-Ekonomik Gelişmişlik Sıralaması Araştırması: Gri İlişkisel Analiz Yöntemi ve Uygulaması. Gazi Üniversitesi Fen Bilimleri Enstitüsü Yüksek Lisans Tezi, Ankara.
71. Vafaeipour, M., Zolfani, S. H., Varzandeh, M. H. M., Derakhti, A. ve Keshavarz, M. E. (2014). Assessment of regions priority for implementation of solar projects in Iran: new application of a hybrid multi-criteria decision making approach. Energy Conversion and Management, 86(2014), 653–663.
72. Vijaya, B., Sharavanan, S. ve Jeykrishnan, J. (2017). Optimization of process parameters in drilling of fibre hybrid composite using Taguchi and grey relational analysis. IOP Conference Series: Materials Science and Engineering, 183(1), 12003.
73. Wang, S.-M., Hsieh, C.-H. ve Sie, P.-R. (2014). A Grey relation analysis of the performance of listed hospitality companies in Taiwan. International Journal of Organizational Innovation, 7(3), 115–125.
74. Wolfinbarger, M., and Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting eTail quality. Journal of Retailing, 79(3), 183198.
75. Wu, H.-H. (2002). A comparative study of using Grey relational analysis in multiple attribute decision making problems. Quality Engineering, 15(2), 209–217.
76. Yan, F., Qiao, D., Qian, B., Ma, L., Xing, X., Zhang, Y. ve Wang, X. (2016). Improvement of CCME WQI using grey relational method. Journal of Hydrology, 543, 316–323.
77. Yan, J., Li, L., Zhao, F., Zhang, F. ve Zhao, Q. (2016). A multi-level optimization approach for energy-efficient flexible flow shop scheduling. Journal of Cleaner Production, 137, 1543–1552.
78. Yang, Z., Jun, M., and Peterson, R. T. (2004). Measuring customer perceived online service quality: scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149-1174.
79. Yazdani, M., Zavadskas, E. K., Ignatius, J. ve Abad, M. D. (2016). Sensitivity analysis in MADM methods: Application of material selection. Engineering Economics, 27(4), 382–391.
80. Yıldırım, B. F. ve Önder, E. (2014). İşletmeciler, Mühendisler ve Yöneticiler için Operasyonel, Yönetsel ve Stratejik Problemlerin Çözümünde Çok Kriterli Karar Verme Yöntemleri. Bursa: Dora Yayınları.
81. Yılmaz, E. ve Güngör, F. (2010). Gri İlişki̇ sel anali̇ z yöntemi̇ ne göre farklı sertli̇ klerde opti̇ mum takım tutucusunun bel̇ irlenmesi̇ . 2. Ulusal ̇ Tasarım İmalat ve Analiz Kongresi içinde, 1–9.
82. Yoo, B., and Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-45.
83. Zhai, L. Y., Khoo, L. P. ve Zhong, Z. W. (2009). Design concept evaluation in product development using rough sets and Grey relation analysis. Expert Systems with Applications, 36, 7072–7079.
84. Zolfani, S. H., & Banihashemi, S. S. A. (2014, May). Personnel selection based on a novel model of game theory and MCDM approaches. In Proc. of 8th International Scientific Conference" Business and Management, 15-16.
85. Zolfani, S. H. ve Saparauskas, J. (2013). New application of SWARA method in prioritizing sustainability assessment ındicators of energy system. Engineering Economics, 24(5), 408–414.
86. Zolfani, S. H., Esfahani, M. H., Bitarafan, M., Zavadskas, E. K. ve Arefi, S. L. (2013). Developing a new hybrid MCDM Method for selection of the optimal alternative of mechanical longitudinal ventilation of tunnel pollutants during automobile accidents. Transport, 28(1), 89–96.
87. Zolfani, S. H., Zavadskas, E. K. ve Turskis, Z. (2013). Design of products with both ınternational and local perspectives based on yin-yang balance theory and SWARA method. Economic Research, 26(2), 153–166.