Evaluation of the hotels e-services quality under the user’s experience

CITATION

Carrasco, R. A., Sánchez-Fernández, J., Muñoz-Leiva, F., Francisca Blasco, M., & Herrera-Viedma, E. (2017). Evaluation of the hotels e-services quality under the user’s experience. Soft Computing, 21(4), 995-1011

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ABSTRACT
While the SERVQUAL scale has metwith greater
success than other initiatives in the Internet context, the various
adaptations and changes made to themeasurement scales
often make it difficult to compare results over time; a key
aspect that companies must take into account when implementing
theirmarket-oriented strategies. Evenwhen the time
horizons are the same, it is often impossible to aggregate the
results if different types of surveys and measurement scales
are used; a practice which is, at the same time, customary.
Moreover, the wide range of data collection methodologies
and measurement scales used by different companies in the
same market prevents comparing the results of surveys to
evaluate service quality. In this paper, we present a linguistic
multi-criteria decision-making model for aggregating these
heterogeneous questionnaires with opinions about quality of
the e-service offered by the hotels through several websites
taking into account the experience on WWW of such users.
The study found that all the scales have been slightly better
evaluated for Travel 2.0 websites in general that for the studied
hotel and established a ranking depending on the website
from best to worst score on all SERVQUAL scales: hotel Tripadvisor
webpage, hotel Facebook profile and official hotel
blog.


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