Evaluation of Tourism E-Commerce User Satisfaction
Journal of Organizational and End User Computing , Volume 33, pp 25-41; https://doi.org/10.4018/joeuc.20210901.oa2
Abstract: According to the UNWTO, within 4 to 5 years, the proportion of tourism e-commerce in e-commerce will reach 20%-25%. The purpose of this paper is to improve the inadequacy of tourism e-commerce in customer experience, to conduct customer e-commerce satisfaction surveys, and to draw customers' dissatisfaction with tourism e-commerce. The experimental results show that the overall customer satisfaction is 2.6128. According to the division of the scale vector, the overall satisfaction of the travel e-commerce customers is generally level. The first-level fuzzy comprehensive evaluation is 0.0967, 0.1696, 0.3366, 0.2469, 0.502. According to the principle of maximum membership degree, the evaluation grades of R3 and R5 in the first-level fuzzy comprehensive evaluation are “unsatisfactory,” that is, the tourism-supporting services and contract-performance services become the main factors affecting customer satisfaction. In order to improve customer satisfaction, the tourism e-commerce platform should strengthen the management of tourism-supporting services and contract-fulfillment services.
Keywords: tourism e commerce / contract / fuzzy / surveys / customer satisfaction / services
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