Title: Analysing key indicators of website service quality using Kano and DANP hybrid model

Authors: Reihaneh Alsadat Tabaeeian; Milad Fahimi

Addresses: Department of Management, University of Isfahan, Isfahan, Iran ' Department of Management, Shiraz University, Shiraz, Iran

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.

Keywords: e-service; website service quality; Kano model; DANP; user behaviour; hotel industry.

DOI: 10.1504/IJPMB.2021.118296

International Journal of Process Management and Benchmarking, 2021 Vol.11 No.6, pp.791 - 807

Received: 28 Jun 2019
Accepted: 13 Oct 2019
Published online: 20 Oct 2021 *

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