Sustainable E-Service Quality in Tourism: Drivers Evaluation Using AHP-TOPSIS Technique

The Internet’s meteoric rise in popularity has led to the growing importance of quality online services numerous industries, including rapidly expanding tourism industry. Accordingly, this study aims ascertain leading attributes selected travel websites based on sustainable e-service quality. This was conducted four phases. In phase I, key drivers (SESQ) were identified from a literature review and expert opinions then categorized validated using EFA technique responses 100 respondents II. Phase III performed determine priority weightage SESQ AHP, whereas IV, five most popular India ranked TOPSIS method. A case is presented paper demonstrate applicability proposed framework. Finally, sensitivity analysis robustness results. findings revealed that security, hedonic value, efficiency important influenced customers’ selection websites, makemytrip.com preferred website by customers.