Soft Computing

, Volume 21, Issue 4, pp 995–1011 | Cite as

Evaluation of the hotels e-services quality under the user’s experience

  • Ramón Alberto Carrasco
  • Juan Sánchez-Fernández
  • Francisco Muñoz-Leiva
  • María Francisca Blasco
  • Enrique Herrera-Viedma
Methodologies and Application


While the SERVQUAL scale has met with greater success than other initiatives in the Internet context, the various adaptations and changes made to the measurement scales often make it difficult to compare results over time; a key aspect that companies must take into account when implementing their market-oriented strategies. Even when the time horizons are the same, it is often impossible to aggregate the results if different types of surveys and measurement scales are used; a practice which is, at the same time, customary. Moreover, the wide range of data collection methodologies and measurement scales used by different companies in the same market prevents comparing the results of surveys to evaluate service quality. In this paper, we present a linguistic multi-criteria decision-making model for aggregating these heterogeneous questionnaires with opinions about quality of the e-service offered by the hotels through several websites taking into account the experience on WWW of such users. The study found that all the scales have been slightly better evaluated for Travel 2.0 websites in general that for the studied hotel and established a ranking depending on the website from best to worst score on all SERVQUAL scales: hotel Tripadvisor webpage, hotel Facebook profile and official hotel blog.


Linguistic multi-criteria decision making SERVQUAL 2-Tuple fuzzy linguistic model 



This work has been developed with the financing of FEDER funds in National Project TIN2013-40658-P and the Andalusian Excellence Project TIC-5991.

Compliance with ethical standards

Conflict of interest

The authors declare that they have no conflict of interest.


  1. Alonso S, Cabrerizo FJ, Chiclana F, Herrera F, Herrera-Viedma E (2009) Group decision-making with incomplete fuzzy linguistic preference relations. Int J Intell Syst 24(2):201–222CrossRefzbMATHGoogle Scholar
  2. Brasil RMN, García FC, Antonialli LM (2006) Qualidade percebida em serviços: o caso dos clientes de correspondentes bancários da Caixa Econômica Federal. Anais ENAMPAD, BrasilGoogle Scholar
  3. Cabrerizo FJ, Herrera-Viedma E, Pedrycz W (2013) A method based on PSO and granular computing of linguistic information to solve group decision making problems defined in heterogeneous contexts. Eur J Oper Res 230(3):624–633MathSciNetCrossRefzbMATHGoogle Scholar
  4. Carrasco RA, Villar P, Hornos MJ, Herrera-Viedma E (2012) A linguistic multicriteria decision making model applied to hotel service quality. Int J Intell Syst 27:704–731CrossRefGoogle Scholar
  5. Carrillat FA, Jaramillo F, Mulki JP (2007) The validity of the SERVQUAL and SERVPERF scales: a meta-analytic view of 17 years of research across five continents. Int J Serv Ind Manag 18(5):472–490CrossRefGoogle Scholar
  6. Chang-ping H, Sheng-li D (2006) Elements and models analysis of website information architecture based on user experience. Inf Sci 3:321–325Google Scholar
  7. Chiou HK, Tzeng GH, Cheng DC (2005) Evaluating sustainable fishing development strategies using fuzzy MCDM approach. Omega 33:223–234CrossRefGoogle Scholar
  8. Connolly DJ, Olsen MD, Moore RG (1995) The Internet as a distribution channel. Cornell Hotel Restaur Adm Q 39(4):42–54CrossRefGoogle Scholar
  9. Cristobal E, Flavián C, Guinaliu M (2007) Perceived e-service quality (PeSQ): measurement validation and effects on consumer satisfaction and web site loyalty. Manag Serv Qual 17(3):317–340CrossRefGoogle Scholar
  10. Cronin JJ, Brady MK, Hult GTM (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environment. J Retail 76(2):193–218CrossRefGoogle Scholar
  11. Delgado M, Verdegay JL, Vila MA (1993) On aggregation operations of linguistic labels. Int J Intell Syst 8:351–370CrossRefzbMATHGoogle Scholar
  12. Deng W, Pei W (2009) Fuzzy neural based importance-performance analysis for determining critical service attributes. Expert Syst Appl 36(2):3774–3784MathSciNetCrossRefGoogle Scholar
  13. Gefen D (2002) Customer loyalty in E-commerce. J Assoc Inf Syst 3:27–51Google Scholar
  14. González ME, Dentiste MR, Rhonda MW (2008) An alternative approach in service quality: an e-banking case study. Qual Manag J 15(1):41Google Scholar
  15. Grönroos C (1996) Relationship marketing: strategic and tactical implications. Manag Decis 34(3):5–14CrossRefGoogle Scholar
  16. Han SL, Baek S (2004) Antecedents and consequences of service quality in online banking: an application of the SERVQUAL instrument. Adv Consum Res 31:208–214Google Scholar
  17. Herrera F, Herrera-Viedma E (2000) Linguistic decision analysis: steps for solving decision problems under linguistic information. Fuzzy Sets Syst 115(10):67–82MathSciNetCrossRefzbMATHGoogle Scholar
  18. Herrera F, Martínez L (2000) A 2-tuple fuzzy linguistic representation model for computing with words. IEEE Trans Fuzzy Syst 8(6):746–752CrossRefGoogle Scholar
  19. Herrera F, Herrera-Viedma E, Verdegay JL (1996) Direct approach processes in group decision making using linguistic OWA operators. Fuzzy Sets Syst 79:175–190MathSciNetCrossRefzbMATHGoogle Scholar
  20. Herrera F, Alonso S, Chiclana F, Herrera-Viedma E (2009) Computing with words in decision making: foundations, trends and prospects. Fuzzy Optim Decis Mak 8(4):337–364CrossRefzbMATHGoogle Scholar
  21. Herrera-Viedma E, Herrera F, Martínez L, Herrera JC, López AG (2004) Incorporating filtering techniques in a fuzzy linguistic multi-agent model for information gathering on the web. Fuzzy Sets Syst 148:61–83MathSciNetCrossRefzbMATHGoogle Scholar
  22. HotelBotanico (2013) Official webpage of the hotel Botánico located in Tenerife, Spain.
  23. HotelBotanicoBlog (2013) Official blog of the hotel Botánico located in Tenerife, Spain.
  24. HotelBotanicoFacebook (2013) Faceebook blog of the hotel Botánico located in Tenerife, Spain.
  25. HotelBotanicoTripadvisor (2013) Tripadvisor blog of the hotel Botánico.
  26. Hsu TH, Chang KC, Pan FC (2004) Service quality evaluation in Taiwan’s international chain hotels using fuzzy MCDM. In: Proceedings of 17th international conference on multiple criteria decision making. Whistler British Columbia, Canada, pp 1–10Google Scholar
  27. Huang TT, Huang WT (2005) Using statistical data and signed distance of fuzzy aggregate evaluation method on application of measuring service quality of hotel. Int J Inf Manag Sci 16(3):17–35MathSciNetzbMATHGoogle Scholar
  28. Janda S, Trocchia PJ, Gwinner KP (2002) Consumer perceptions of Internet retail service quality. Int J Serv Ind Manag 13(5):412–431CrossRefGoogle Scholar
  29. Jun M, Cai S (2001) The key determinants of Internet banking service quality: a content analysis. Int J Bank Mark 19(7):276–291CrossRefGoogle Scholar
  30. Kang GD, James J (2004) Service quality dimensions: an examination of Gronroos’s service quality model. Manag Serv Qual 12(4):266–277CrossRefGoogle Scholar
  31. Khan MS, Mahapatra SS (2009) Service quality evaluation in internet banking: an empirical study in India. Int J Indian Cult Bus Manag 2(1):30–46CrossRefGoogle Scholar
  32. Kohli AK, Jaworski BJ (1990) Market orientation: the construct, research propositions and managerial implications. J Mark 54:1–18CrossRefGoogle Scholar
  33. Ladhari R (2009) A review of twenty years of SERVQUAL research. Int J Qual Serv Sci 1(2):172–198Google Scholar
  34. Lew P, Olsina L, Zhang L (2010) Quality, quality in use, actual usability and user experience as key drivers for web application evaluation. LCNS 6189:218–232Google Scholar
  35. Likert R (1931) A technique for the measurement of attitudes. Columbia University Press, New York Archives of PsychologyGoogle Scholar
  36. Loiacono ET, Watson RT, Goodhue DL (2000) Webqual: a website quality instrument, working paper 2000–126-0, University of GeorgiaGoogle Scholar
  37. Loiacono ET, Watson RT, Goodhue DL (2007) WebQual: an instrument for consumer evaluation of web sites. Int J Electron Commer 11(3):51–87CrossRefGoogle Scholar
  38. McIver JP, Carmines EG (1981) Unidimensional scaling. Sage, Newbury Park, CACrossRefGoogle Scholar
  39. Narver JC, Slater SF (1990) The effect of a market orientation on business profitability. J Mark 54:20–35CrossRefGoogle Scholar
  40. Novak TP, Hoffman DL, Yung Y (2000) Measuring the customer experience in online environments: a structural modeling approach. Mark Sci 19(1):22–24CrossRefGoogle Scholar
  41. Parasuraman A, Zeithaml VA, Berry LL (1985) A conceptual model of service quality and its implications for future research. J Mark 49(Fall):41–50CrossRefGoogle Scholar
  42. Parasuraman A, Zeithaml VA, Berry LL (1988) SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. J Retail 64:12–40Google Scholar
  43. Parasuraman A, Zeithaml VA, Malhotra A (2005) E-S-QUAL: a multiple-item scale for assessing electronic service quality. J Serv Res 7(3):213–233CrossRefGoogle Scholar
  44. Saleh F, Ryan C (1991) Analysing service quality in the hospitality industry using the SERVQUAL model. Serv Ind J 11(3):324–345CrossRefGoogle Scholar
  45. Su LT (2003) A comprehensive and systematic model of user evaluation of web search engines: II. and evaluation by undergraduates. J Am Soc Inf 54:1193–1223CrossRefGoogle Scholar
  46. Su LT (2010) User experience evaluation methods: current state and development needs. In: 6th Nordic conference on human-computer interaction: extending boundaries, pp 521–530Google Scholar
  47. Wu YL, Tao YH, Yang PC (2012) Learning from the past and present: measuring Internet banking service quality. Serv Ind J 32(3):477–497CrossRefGoogle Scholar
  48. Yager RR (1995) An approach to ordinal decision making. Int J Approx Reason 12:237–261MathSciNetCrossRefzbMATHGoogle Scholar
  49. Yang Z, Jun M, Peterson R (2004) Measuring customer perceived online service quality scale development and managerial implications. Int J Oper Prod Manag 24(11):1149–1174Google Scholar
  50. Yoon S, Suh H (2004) Ensuring IT consulting SERVQUAL and user satisfaction: a modified measurement tool. Inf Syst Front 6(4):341–351CrossRefGoogle Scholar
  51. Zadeh LA (1975) The concept of a linguistic variable and its applications to approximate reasoning, Pt I. Inf Sci 8:199–249 Pt II, Information Sciences 8:301–357. Pt III, Information Sciences 9:43–80CrossRefzbMATHGoogle Scholar
  52. Zeithaml VA, Parasuraman A, Malhotra A (2000) e-service quality: definition, dimensions and conceptual model. Working paper. Marketing Science Institute, Cambridge, MAGoogle Scholar
  53. Zeithaml VA, Parasuraman A, Malhotra A (2002) Service quality delivery through web sites: a critical review of extant knowledge. J Acad Mark Sci 30(4):362–375CrossRefGoogle Scholar
  54. Zhou T, Zhang S, Ji B (2010) Exploring the effect of online banking service quality on users’ continuance usage. In: 2nd international conference on e-business and information system security (EBISS), pp 1–4Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2015

Authors and Affiliations

  • Ramón Alberto Carrasco
    • 1
  • Juan Sánchez-Fernández
    • 2
  • Francisco Muñoz-Leiva
    • 2
  • María Francisca Blasco
    • 1
  • Enrique Herrera-Viedma
    • 3
  1. 1.Department of Marketing and Market Research, Faculty of Commerce and TourismComplutense University, SpainMadridSpain
  2. 2.Department of Marketing and Market ResearchUniversity of Granada, SpainGranadaSpain
  3. 3.Department of Computer Science and Artificial IntelligenceUniversity of Granada, SpainGranadaSpain

Personalised recommendations