Abstract
ABSTRACT The study aims to analyze and propose hotel website service quality ranking method; identify priority factors in website service quality improvement. The actual illustration of the study is based on collecting data from tourists at 4-star hotels in Vietnam. Using the integrated methodology (the gap-score scale, ratio-score scale, Entropy method), the study has established the website service quality ranking index in the hotel industry. The study results show four factors that directly improve the quality of website quality services include website design, website functionality, interactivity, and information quality. Implications were discussed to improve quality of hotel website services in order to increase customer’s satisfaction.
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