Research On Evaluation Of E-travel Websites Service Quality

With the rapid development of technology, e-commerce has penetrated into our dailylife. E-travel websites has become a new form of tourism. Online travel market has a hugepotential for development and will bring opportunities and challenges for tourism industry.Service quality an important index to measure the service level of the enterprise hasbecome the key factor for the success of e-travel websites.To improve service quality of e-travel websites, the paper establishes evaluation modelof e-travel websites service quality on the basis of related theory. Firstly, the paper designsquestionnaires to get data, and then prove and modify the evaluation model through factoranalysis. By empirical research the paper establish the evaluation model and confirmed thesix main factors that influence service quality of e-travel websites. The six main factors aresafety, empathy, ease of use, quality of information, responsiveness, reliability. Theevaluation model and evaluation scale provide theoretical basis for the evaluation ofe-travel websites service quality.In order to analysis the service quality level of different e-travel websites, the papergive a new method which is based on two-tuple linguistic, non-additive measure andShapley. The new method need transfer the sample data into the form of two-tuplelinguistic first, which can avoid the loss and distortion of information. Secondly, the newmethod can distribute the relationship of different dimentions through non-additive measureand get results by fuzzy integral. The new method can evaluate the service quality ofdifferent websites and rank them to find the best website. It can help the enterprise to learnfrom the best and improve the service quality of entire industry.