Abstract
In the global competitive world, the internet is empowering consumers to purchase online and make comparisons in real time. Thus, e-commerce players have been continuously accentuating upon developing strategies to improvise their website service quality. This paper takes Analytical Hierarchy Process approach to measure the website service quality referred to as AHP-WEBQUAL (AHP-WQ). It attempts to measure the customer judgment towards different criteria that define website service quality. It also applies this judgment to identify customer preferences towards existing e-commerce websites. Amongst, WEBQUAL 4.0 dimensions as considered in the present study, Indian customers perceive usage to be most significant website quality dimension followed by information quality and service interaction quality. The research adds new domain of knowledge for practitioners and academicians by proposing a novel application of AHP which can be used to measure website service quality of multiple e-commerce companies.
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