Measuring Electronic Service Quality (E-SQ) in Mobile E-Commerce Services Using Fuzzy AHP and TOPSIS

Abstract

This paper proposes an approach to measuring E-Service Quality (E-SQ) in mobile commerce industry. Our approach is based on SERVQUAL instrument, which has been widely used in the context of web-based service quality measurement. Our model uses fuzzy method, specifically incorporating fuzzy analytical hierarchy process (AHP) and fuzzy TOPSIS to consider both quantitative and qualitative factors in order to measure electronic service quality (E-SQ) in mobile commerce application using SERVQUAL dimensions. Then, the model is utilized to rank four of the most competitive e-commerce related applications on mobile Android market using results from fuzzy AHP and TOPSIS.