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Influencing factors in online tourism service quality: a fuzzy cognitive map based on customers’ perceptions

Influencing factors in online tourism service quality: a fuzzy cognitive map based on customers’... This study aims to explore the influencing factors of online tourism service quality to clarify the relationship between such factors and the degree of influence so that targeted and effective measures to improve service quality can be suggested.Design/methodology/approachA questionnaire is used to obtain original data, establish the fuzzy cognitive map (FCM) structure chart model and modify the model.FindingsThe results reveal that comprehensive service types, comprehensive information provided, true and accurate, upgrade and update, payment security, data and information security, customer rights and interests protection, service friendliness and evaluation processing are the key influencing factors in online tourism service quality. In addition, the FCM can also predict the improvement of service quality.Originality/valueTo establish an FCM model, this study establishes the evaluation framework of influencing factors of online tourism service quality and identifies the cause and effect of 26 indicators. The mechanism of influencing factors of online tourism service quality is explored through the iteration of the model. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Systems and Information Technology Emerald Publishing

Influencing factors in online tourism service quality: a fuzzy cognitive map based on customers’ perceptions

Journal of Systems and Information Technology , Volume 22 (4): 20 – Dec 15, 2020

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1328-7265
DOI
10.1108/jsit-10-2019-0217
Publisher site
See Article on Publisher Site

Abstract

This study aims to explore the influencing factors of online tourism service quality to clarify the relationship between such factors and the degree of influence so that targeted and effective measures to improve service quality can be suggested.Design/methodology/approachA questionnaire is used to obtain original data, establish the fuzzy cognitive map (FCM) structure chart model and modify the model.FindingsThe results reveal that comprehensive service types, comprehensive information provided, true and accurate, upgrade and update, payment security, data and information security, customer rights and interests protection, service friendliness and evaluation processing are the key influencing factors in online tourism service quality. In addition, the FCM can also predict the improvement of service quality.Originality/valueTo establish an FCM model, this study establishes the evaluation framework of influencing factors of online tourism service quality and identifies the cause and effect of 26 indicators. The mechanism of influencing factors of online tourism service quality is explored through the iteration of the model.

Journal

Journal of Systems and Information TechnologyEmerald Publishing

Published: Dec 15, 2020

Keywords: Online tourism service quality; Fuzzy cognitive map; Customers’ perceptions; Quality factors

References