Evaluating Economy Hotel Website Service Quality: A Hybrid Bounded Rationality Behavioral Decision Support Model

Abstract

Hotel website service quality evaluation has gained extensive attention. However, previous studies have given little concern about human hesitance and uncertainty in judgments. Moreover, they do not consider hotel managers and customers’ psychological behaviors simultaneously. This study explores criteria for evaluating hotel performance and proposes a hybrid evaluation model for the hesitation and uncertainty in the service quality evaluation of economy hotel websites, and applied to the actual economy hotel websites. The model introduces the probabilistic linguistic term sets to describe customers and managers’ qualitative assessments and use analytical network process to prioritize hotel website features. Then, it develops an integrated TODIM-PROMETHEE II method to rank alternatives considering both hotel managers and customers’ psychological factors. Furthermore, we illustrate the effectiveness of the hybrid evaluation model through a case of economy hotel websites in China. Service competence and customer relationship are the two most important performance features for economy hotel websites. Finally, conclusions and implications are drawn from the results of case study.