Applying Fuzzy Analytic Hierarchy Process for Evaluating Service Quality of Online Auction
This paper applies fuzzy AHP to evaluate the service
quality of online auction. Service quality is a composition of various
criteria. Among them many intangible attributes are difficult to
measure. This characteristic introduces the obstacles for respondents
on reply in the survey. So as to overcome this problem, we invite
fuzzy set theory into the measurement of performance and use AHP in
obtaining criteria. We found the most concerned dimension of service
quality is Transaction Safety Mechanism and the least is Charge Item.
Other criteria such as information security, accuracy and information
are too vital.
[1] Barnes, S. J. and Vidgen, R., "An evaluation of cyber-bookshops: the
WebQual method," International Journal of Electronic Commerce, Vol.
6, No. 1, pp. 11-30, 2000.
[2] Bozbura, F. T., Beskese, A. and Kahraman, C., "Prioritization of human
capital meausrement indicators using fuzzy AHP", Expert Systems with
Applications, Vol. 32, No. 4, pp. 1100-1112, 2007.
[3] Buckley, J. J., "Fuzzy hierarchical analysis", Fuzzy sets and systems, Vol.
17, No. 3, pp.233-247, 1985.
[4] Chen, C. T., "Extensions of TOPSIS for group decision-making under
fuzzy environment," Fuzzy sets and systems, Vol. 114, No. 1, pp. 1-9,
2000.
[5] Cheng, C. C. and Shyn J. Z., "An evaluation on light rail route alternative
in the metropolitan Hsin-Chu area," Chung Hua Journal of Management,
Vol. 6, No. 1, pp. 75-104, 2005.
[6] Chan, L. K., Kao, H. P., Ng, A. and Wu, M. L., "Rating the importance
of customer needs in quality function deployment by fuzzy and entropy
method," Interational Journal of Production Research, Vol. 37, No. 11,
pp.2499-2518, 1999.
[7] Csutora, R. and Buckley, J. J., "Fuzzy hierarchical analysis: the Lambda-
Max method", Fuzzy Sets and Systems, Vol. 120, No. 2, pp.181-195,
2001.
[8] Fu, H. P., Ho, Y. C., Chen, R. C. Y. Chang T. H. and Chien, P. H., "Factors
affecting the adoption of electronic marketplaces: a fuzzy AHP analysis,"
International Journal of Operations & Production Management, Vol. 26,
No. 12, pp.1301-1324, 2006.
[9] Huang, M. H., "Weg Performance Scale," Information and Management,
Vol. 2, No. 1, pp. 841-852, 2005.
[10] Hsieh T. H., "Research on developing an instrument of measuring
service quality on online auction," Master thesis, Dept. of Business
Administration, Soochow University, Taipei, 2006.
[11] InsightXplorer Limited. (2009, Jul.) Survey
of behaviors for online auction in Taiwan.
<http://www.insightxplorer.com/specialtopic/2009 7 auction.htm>.
[12] Kaufmann, A. and Gupta, M. M., Introduction to Fuzzy Arithmetic:
Theory and Applciation, New York: Van Nostrand Reinhold, 1991.
[13] Kettinger, W. J. and Lee, C. C., "Perceived service quality and user
satisfaction with the information services function," Decision Science,
Vol. 25, No. 5, pp, 737-766, 1994.
[14] L. Pin, Electronic Commerce, Taichung: Tsang Hai Book Publishing
Co., 2007, ch 5.
[15] Loiacono, E. T., Waston, R. T. and Goodhue, D. L., "WEBQUALTM: a
measure of web site quality," in Evans, K. and Scheer, L. (Eds), Marketing
Educators- Conference: Marketing Theory and Applications, Vol. 13,
American Marketing Association, New York, NO, pp. 432- 437, 2002.
[16] Novak. T. P., Hoffman, D. L., and Yung, Y. F., "Measuring the customer
experience in online environments: a structural modeling approach,"
Marketing Science, Vol. 19, No. 1, pp. 22-42, 2000.
[17] Ong, S. K., Sun, M. J. and Nee, A. Y. C., "A fuzzy set AHP-based DFM
tool for rational parts," Journal of Materials Processing Technology, Vol.
138, No. 1, pp.223-230, 2003.
[18] Parasuraman, A., Zeithaml, V. A., and Berry, L. L., "SERVQUAL:
A multiple-item scale for measuring consumer perceptions of service
quality," Journal of Retailing, Vol. 64, NO. 1, pp.12-40, 1988.
[19] Pitt, L. F., Waston, R. T., and Kavan, C. B., "Service quality: a measure
of information systems effectiveness," MIS Quarterly, Vol. 19, No. 2, pp.
173-187, 1995.
[20] Saaty, T. L., The analytic hierarchy process: planning, priority setting,
New York: McGraw Hill International Book Co, 1980.
[21] Saaty, T. L., "How to make a decision: the analytic hierarchy process,"
European Journal of Operational Research, Vol. 48, No. 1, pp.9-26, 1990.
[22] Shih. T. L., "Decision-making factors of C2C online auction: a case
study of main online auction website in the cross-straits," Master thesis,
Dept. of Business Administration in International Commerce, Tamkang
University, Taipei, 2004.
[23] Shohreh, A. K., and Christine, B. I., "A proposal to assess the service
quality of online travel agencies: an exploratory study," Journal of
Professional Services Marketing, Vol. 21, No. 1, pp. 63-88, 2000.
[24] Van Laarhoven, P. J. M. and Pedrycz, "A fuzzy extension of Satty-s
priority theory," Fuzzy Sets and Systems, Vol. 11, No. 3, pp. 229-241, pp.
1983.
[25] Wolfinbarger, M. and Gilly, M. C., "eTailQ: dimensionalizing, measuring
and predicting retail quality," Journal of Retailing, Vol. 79, pp. 183-198,
2003.
[26] Xie, M., Wang H., and Goh, T. N., "Quality dimensions of internet
search engines," Journal of Information Science, Vol. 24, No. 5, pp. 365-
372, 1998.
[27] Yang, C. C. and Chen, B. S., "Key quality performance evaluation fuing
Fuzzy AHP," Journal of the Chinese Institute of Industrial Engineers, Vol.
21, No. 6, pp.543-550, 2004.
[28] Yuan Y. and Shaw, M. J., "Induction of fuzzy decision trees," Fuzzy Sets
and Systems, Vol. 69, pp. 125-139,1995.
[29] Zadeh, L. A., "Fuzzy sets," Information Control, Vol. 8, No. 3, pp. 338-
353, 1965.
[30] Zadeh, L. A., "The concept of a linguistic variable and its application
to approximate reasoning," Information Science (part I), Vol. 8, No. 3,
pp. 199-249, 1975.
[31] Zadeh, L. A., "The concept of a linguistic variable and its application
to approximate reasoning," Information Science (part II), Vol. 8, NO. 4,
pp. 301-357, 1975.
[32] Zadeh, L. A., "The concept of a linguistic variable and its application
to approximate reasoning," Information Science (part III), Vol. 9, No. 1,
pp. 43-80, 1976.
[33] Zimmerman, H. J., Fuzzy set theory and its applications, Boston: Kluwer
Academic Publishers, 1991.
[1] Barnes, S. J. and Vidgen, R., "An evaluation of cyber-bookshops: the
WebQual method," International Journal of Electronic Commerce, Vol.
6, No. 1, pp. 11-30, 2000.
[2] Bozbura, F. T., Beskese, A. and Kahraman, C., "Prioritization of human
capital meausrement indicators using fuzzy AHP", Expert Systems with
Applications, Vol. 32, No. 4, pp. 1100-1112, 2007.
[3] Buckley, J. J., "Fuzzy hierarchical analysis", Fuzzy sets and systems, Vol.
17, No. 3, pp.233-247, 1985.
[4] Chen, C. T., "Extensions of TOPSIS for group decision-making under
fuzzy environment," Fuzzy sets and systems, Vol. 114, No. 1, pp. 1-9,
2000.
[5] Cheng, C. C. and Shyn J. Z., "An evaluation on light rail route alternative
in the metropolitan Hsin-Chu area," Chung Hua Journal of Management,
Vol. 6, No. 1, pp. 75-104, 2005.
[6] Chan, L. K., Kao, H. P., Ng, A. and Wu, M. L., "Rating the importance
of customer needs in quality function deployment by fuzzy and entropy
method," Interational Journal of Production Research, Vol. 37, No. 11,
pp.2499-2518, 1999.
[7] Csutora, R. and Buckley, J. J., "Fuzzy hierarchical analysis: the Lambda-
Max method", Fuzzy Sets and Systems, Vol. 120, No. 2, pp.181-195,
2001.
[8] Fu, H. P., Ho, Y. C., Chen, R. C. Y. Chang T. H. and Chien, P. H., "Factors
affecting the adoption of electronic marketplaces: a fuzzy AHP analysis,"
International Journal of Operations & Production Management, Vol. 26,
No. 12, pp.1301-1324, 2006.
[9] Huang, M. H., "Weg Performance Scale," Information and Management,
Vol. 2, No. 1, pp. 841-852, 2005.
[10] Hsieh T. H., "Research on developing an instrument of measuring
service quality on online auction," Master thesis, Dept. of Business
Administration, Soochow University, Taipei, 2006.
[11] InsightXplorer Limited. (2009, Jul.) Survey
of behaviors for online auction in Taiwan.
<http://www.insightxplorer.com/specialtopic/2009 7 auction.htm>.
[12] Kaufmann, A. and Gupta, M. M., Introduction to Fuzzy Arithmetic:
Theory and Applciation, New York: Van Nostrand Reinhold, 1991.
[13] Kettinger, W. J. and Lee, C. C., "Perceived service quality and user
satisfaction with the information services function," Decision Science,
Vol. 25, No. 5, pp, 737-766, 1994.
[14] L. Pin, Electronic Commerce, Taichung: Tsang Hai Book Publishing
Co., 2007, ch 5.
[15] Loiacono, E. T., Waston, R. T. and Goodhue, D. L., "WEBQUALTM: a
measure of web site quality," in Evans, K. and Scheer, L. (Eds), Marketing
Educators- Conference: Marketing Theory and Applications, Vol. 13,
American Marketing Association, New York, NO, pp. 432- 437, 2002.
[16] Novak. T. P., Hoffman, D. L., and Yung, Y. F., "Measuring the customer
experience in online environments: a structural modeling approach,"
Marketing Science, Vol. 19, No. 1, pp. 22-42, 2000.
[17] Ong, S. K., Sun, M. J. and Nee, A. Y. C., "A fuzzy set AHP-based DFM
tool for rational parts," Journal of Materials Processing Technology, Vol.
138, No. 1, pp.223-230, 2003.
[18] Parasuraman, A., Zeithaml, V. A., and Berry, L. L., "SERVQUAL:
A multiple-item scale for measuring consumer perceptions of service
quality," Journal of Retailing, Vol. 64, NO. 1, pp.12-40, 1988.
[19] Pitt, L. F., Waston, R. T., and Kavan, C. B., "Service quality: a measure
of information systems effectiveness," MIS Quarterly, Vol. 19, No. 2, pp.
173-187, 1995.
[20] Saaty, T. L., The analytic hierarchy process: planning, priority setting,
New York: McGraw Hill International Book Co, 1980.
[21] Saaty, T. L., "How to make a decision: the analytic hierarchy process,"
European Journal of Operational Research, Vol. 48, No. 1, pp.9-26, 1990.
[22] Shih. T. L., "Decision-making factors of C2C online auction: a case
study of main online auction website in the cross-straits," Master thesis,
Dept. of Business Administration in International Commerce, Tamkang
University, Taipei, 2004.
[23] Shohreh, A. K., and Christine, B. I., "A proposal to assess the service
quality of online travel agencies: an exploratory study," Journal of
Professional Services Marketing, Vol. 21, No. 1, pp. 63-88, 2000.
[24] Van Laarhoven, P. J. M. and Pedrycz, "A fuzzy extension of Satty-s
priority theory," Fuzzy Sets and Systems, Vol. 11, No. 3, pp. 229-241, pp.
1983.
[25] Wolfinbarger, M. and Gilly, M. C., "eTailQ: dimensionalizing, measuring
and predicting retail quality," Journal of Retailing, Vol. 79, pp. 183-198,
2003.
[26] Xie, M., Wang H., and Goh, T. N., "Quality dimensions of internet
search engines," Journal of Information Science, Vol. 24, No. 5, pp. 365-
372, 1998.
[27] Yang, C. C. and Chen, B. S., "Key quality performance evaluation fuing
Fuzzy AHP," Journal of the Chinese Institute of Industrial Engineers, Vol.
21, No. 6, pp.543-550, 2004.
[28] Yuan Y. and Shaw, M. J., "Induction of fuzzy decision trees," Fuzzy Sets
and Systems, Vol. 69, pp. 125-139,1995.
[29] Zadeh, L. A., "Fuzzy sets," Information Control, Vol. 8, No. 3, pp. 338-
353, 1965.
[30] Zadeh, L. A., "The concept of a linguistic variable and its application
to approximate reasoning," Information Science (part I), Vol. 8, No. 3,
pp. 199-249, 1975.
[31] Zadeh, L. A., "The concept of a linguistic variable and its application
to approximate reasoning," Information Science (part II), Vol. 8, NO. 4,
pp. 301-357, 1975.
[32] Zadeh, L. A., "The concept of a linguistic variable and its application
to approximate reasoning," Information Science (part III), Vol. 9, No. 1,
pp. 43-80, 1976.
[33] Zimmerman, H. J., Fuzzy set theory and its applications, Boston: Kluwer
Academic Publishers, 1991.
@article{"International Journal of Information, Control and Computer Sciences:51602", author = "Chien-Hua Wang and Meng-Ying Chou and Chin-Tzong Pang", title = "Applying Fuzzy Analytic Hierarchy Process for Evaluating Service Quality of Online Auction", abstract = "This paper applies fuzzy AHP to evaluate the service
quality of online auction. Service quality is a composition of various
criteria. Among them many intangible attributes are difficult to
measure. This characteristic introduces the obstacles for respondents
on reply in the survey. So as to overcome this problem, we invite
fuzzy set theory into the measurement of performance and use AHP in
obtaining criteria. We found the most concerned dimension of service
quality is Transaction Safety Mechanism and the least is Charge Item.
Other criteria such as information security, accuracy and information
are too vital.", keywords = "Fuzzy set theory, AHP, Online auction, Service quality", volume = "6", number = "5", pages = "583-8", }
