Application of Fuzzy AHP and Fuzzy MARCOS Approach for the Evaluation of E-Service Quality in the Airline Industry

  • Mahmut Bakır Department of Aviation Management, School of Civil Aviation, Samsun University, Samsun, Turkey
  • Özlem Atalık Department of Aviation Management, Faculty of Aeronautics and Astronautics, Eskişehir Technical University, Eskişehir, Turkey
Keywords: E-service quality, Airlines, Fuzzy AHP, Fuzzy MARCOS, Fuzzy sets theory

Abstract

Airlines today use e-services extensively for marketing activities and the distribution of services. Monitoring and evaluating e-service quality are essential for customers’ satisfaction and thus the success of airlines. This study aims to evaluate e-service quality in the airline industry from the point of view of the consumers. To achieve this, an integrated Fuzzy Analytical Hierarchy Process (F-AHP) and Fuzzy Measurement Alternatives and Ranking according to Compromise Solution (F-MARCOS) approach was proposed to handle the uncertain and imprecise nature of e-service evaluation. In the first stage, e-service quality criteria were prioritized using the F-AHP method. Then, a real-world case study was carried out on scheduled airlines to demonstrate the applicability of the proposed approach using the F-MARCOS method, utilizing a total sample of 395 airline passengers in Turkey. As a result, the top three e-service criteria were found as reliability, understandability and security. A three-stage sensitivity analysis was also conducted to examine the credibility and stability of the results. This study is the first study to integrate F-AHP and F-MARCOS methods for the first time in literature.

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Published
2021-03-13
How to Cite
Bakır, M., & Atalık, Özlem. (2021). Application of Fuzzy AHP and Fuzzy MARCOS Approach for the Evaluation of E-Service Quality in the Airline Industry. Decision Making: Applications in Management and Engineering, 4(1), 127-152. https://doi.org/10.31181/dmame2104127b