Performance evaluation of websites using entropy and grey relational analysis methods: The case of airline companies

Abstract

The revolutionary alterations and conversions occurring in information and communication technologies, have triggered an increase in the electronic commerce applications. Airline tickets are one of the most popular items purchased on the internet. The airline websites have become a big distribution channel for the companies to sustain their competitiveness. At this moment, the competition is increasing as airlines try to acquire and retain customers in the airline industry. To acquire and retain customers in such a highly competitive market, it is important for airlines to understand their relative levels of quality in terms of critical elements affecting their competitive advantages. In this study, an integrated two-stage multi-criteria decision-making techniques were used for the measurement of the performance of the airline websites using the Entropy Weight Method and the Grey Relational Analysis approach. The performance of 11 airline companies’ websites operating in Turkey was evaluated in terms of seven criteria. The data of quality website from airlines websites were taken more than 30 trails on various occasions on different periods of times. The data has been taken from 1 December 2016 to 31 December 2016. The weights of the attributes were calculated by Entropy Weight Method, the evaluation of the alternatives using the Grey Relational Analysis method were given ranking of websites. © 2018 Growing Science Ltd. All rights reserved.