Abstract:
ws
Understanding and measuring electronic service quality including its dimensions
has become crucial since a growing volume of business takes place in the cyber
world. Managing service quality is vital to retain customer satisfaction and
augment revenues for any business organization. Often it is difficult to assess
service quality due to lack of quantifiable measures and limited data. This paper
focuses on measuring electronic service quality and service recovery issues using a
hybrid approach based on E-S-QUAL and fuzzy TOPSIS for evaluating service
quality of Insurance Companies. This research covers 350 customers’ assessments
of the electronic service quality offered by 6 Insurance Companies in Iran. The first
step involves development of an E-S-QUAL based questionnaire to collect data for
measuring Insurance Companies service quality. The participants provide linguistic
assessments to rate the service quality criteria and the alternatives. Then, the
linguistic ratings are combined through fuzzy TOPSIS to generate an overail
performance score for each alternative. Findings suggest a refined and more stable
version of the E-S-QUAL scale for the internet Insurance Companies.
Comprehensive psychometric tests also suggest that E-RecS-QUAL is an
appropriate tool to evaluate online service recovery in consumer research. Finally,
sensitivity analysis is conducted to evaluate the influence of criteria weights on the
decision making process. The strength of the proposed approach is its practical
applicability and ability to provide solution while there is partial or lack of
quantitative information.