Abstract
Amidst the advanced Internet and mounting popularity in network users, information transmission has become easily accessible to all. As a natural result, house leasehold websites have been mushrooming exactly like bamboo shoots after a spring rain. How can these websites better strengthen services to create more competitive edge? This is exactly the very motive behind the present study. According to the study results, it is concluded that (i) an electronic service quality (e-SQ) scale proposed by ZPM (2005) is highly applicable to the e-SQ assessment of house rental websites; (ii) the three criteria of greatest importance are contact, responsiveness and compensation, which all belong to restored dimensions; (iii) compared with DEMATEL graphics, Kano graphics can present a more authentic world and provide more precise information concerning decision making. Key words: ANP, e-service quality, house rental website, Kano model, multiple criteria decision making method (MCDM).
Highlights
With the trend of growing aging population with low birthrate (Ministry of the Interior Website, 2011), the aging population problem will become more serious in the future and the younger generation will have to spend more to take care of the older generation
According to the study results, it is concluded that (i) an electronic service quality (e-SQ) scale proposed by ZPM (2005) is highly applicable to the e-SQ assessment of house rental websites; (ii) the three criteria of greatest importance are contact, responsiveness and compensation, which all belong to restored dimensions; (iii) compared with DEMATEL graphics, Kano graphics can present a more authentic world and provide more precise information concerning decision making
It is hopeful that the suggestions given by the experts can make the assessment criteria more applicable to research on house rental websites
Summary
With the trend of growing aging population with low birthrate (Ministry of the Interior Website, 2011), the aging population problem will become more serious in the future and the younger generation will have to spend more to take care of the older generation. The computer use statistics conducted by Directorate-General of Budget, Accounting and Statistics, Executive Yuan, Republic of China 2008 indicate that up to 56,500 households use computers rendering selling or services, selling up to 12.91% which would account for more than 25% of the total sales values. These figures suggest that e-commerce must inevitably become stellar industry. The major motive of this research is to determine how to improve service quality of house rental websites in order to obtain their best competitive advantage. Based on the research background and motivation, this study intends to achieve the following goals: to build up the criteria of an e-service quality assessment questionnaire on house rental websites; to study the relational influences of these criteria; and to explore the degree of importance of these criteria, as well as the performance of the assessment plan
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