Determination of Effective Criteria Weight On Satisfaction with Fuzzy Synthetic Evaluation and Genetic Algorithm (Case Study: Travel Websites in Iran)

Naser Yazdani | Hamid Naibpoor

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URL :   http://research.shahed.ac.ir/WSR/WebPages/Report/PaperView.aspx?PaperID=64416
Date :  2017/04/30
Publish in :    The Turkish Online Journal of Design Art and Communication

Link :  http://www.tojdac.org/tojdac/VOLUME7-APRLSPCL_files/tojdac_v070ASE250.pdf
Keywords :Criteria, Weight, Fuzzy, Evaluation, Genetic, Algorithm, Websites

Abstract :

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Abstract: In competitive market, customer satisfaction based on electronic service quality (ESQ) is one of the main goals in tourism and hospitality industries. Many researchers studied it, they used various methods for determining importance of criteria in order to understand it, but most of these methods depended heavily on expert knowledge and customer perspective haven’t been considered. Also they focused only on one group of customers and haven’t considered different among them. In this study, we used fuzzy synthetic evaluation and genetic algorithm for determining importance of criteria in order to measure satisfaction of travel websites based on ESQ. The results show that different segments of customers have different opinions on the importance of various criteria and these different opinions depend on various reasons as time limitation, balance, privacy, knowledge of information technology and psychology and behavioral specifications. So for increasing competitive advantage, they must consider different segments of customers in their websites.