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Top1. Introduction
Technological advancements have led to greater interaction between the online customers and the marketers. The service sector has increased the usage of online platforms over the years. The increase in sales of hospitality sector especially the online travel is expected to cross 817.5 billion US dollars by 2020 (Statista, 2017). With the noticeable increase in online travel segment, the online marketing speculators are keenly focused on this industry (Sambhanthan & Good, 2014). OTA provides a single interface for the customers to compare prices and buy trips online (Ku & Fan, 2009). This is enhanced by enabling the customers to purchase air plane tickets, book hotel rooms, and hire cars through various vendors but using single site and single transaction. Previous researchers have proved a positive correlation between pleasant online shopping experience and the quality of site (Wang, Law, Guillet, Hung, & Fong, 2015). Website quality is the perceived effectiveness of the online shopping site as per the customers browsing the website. The information quality, system quality, and service quality combine together to form a multidimensional construct the website service quality. Website service quality is an extension of the traditional service quality introduced by Parasuraman, Zeithaml, and Berry (1988) over the online mode (Zeithaml, Parasuraman, & Malhotra, 2002).
The effectiveness of a website can be measured by the satisfaction level experienced by online users during their browsing sessions. Many extant researches have vocalized the dimensions that impact website quality, which is a quintessential for online customer satisfaction (Yoo, Kim, & Sanders, 2015). Earlier studies in the hospitality sector were mainly centered about hotel industry (Ali, 2016; Li, Peng, Jiang, & Law, 2017). Not much work has evaluated and measured the success of online travel websites. This paper provides an intuitionistic multi criteria decision making approach to rank online travel agency (OTA) websites on the basis of constructs measuring website quality success. The dimensions considered for evaluation purposes are trust, tangibility, customization, ease of ordering, navigation, system availability, ease of use, responsiveness, and interactivity of ewom (electronic word-of-mouth) systems.