Analysing key indicators of website service quality using Kano and DANP hybrid model
by Reihaneh Alsadat Tabaeeian; Milad Fahimi
International Journal of Process Management and Benchmarking (IJPMB), Vol. 11, No. 6, 2021

Abstract: The purpose of this paper is to identify key indicators for improving the quality of the website and ranking them in the context of hotel industry. A survey involving tourists who use websites for booking hotel rooms has been conducted. Data were gathered by using a Kano questionnaire and a pairwise comparison based on DANP model. Data analysis in this research was based on the Kano integrated tools and multi-criteria decision-making using Super Decision and Excel software. The empirical results of the Kano model suggest customers considered the criteria of information, trust, ease of use as a 'must be' indicator. Interactivity, relative advantage and intuitive operations are classified as one-dimensional features and attractive indicator include response time, visual appeal, innovativeness, emotional appeal, consistent image and tailored communication. Meanwhile, the variables related to must-be indicator has the most important, and then the one-dimensional variables and finally attractiveness indicator were obtained next rank from the customer's point of view.

Online publication date: Wed, 20-Oct-2021

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