基于熵权法的e-服务质量评价方法研究

根据传统环境下的SERVQUAL模型、技术采用模型和自服务技术理论,识别出了e-服务质量的决定因素,从可靠性、易用性、安全性、客户关怀和信任等五方面建立了开放式的、评价e-服务质量的指标体系。为了克服传统测评中各指标权重确定方法的局限性,做到静态赋权与动态赋权相结合,借助于“熵”的概念,对用AHP法所确定的初始评价指标权重进行调整,增强了评价的合理性和科学性。应用实例表明,调整后的权重能更准确地反应实际情况。结论可促进企业e-服务质量发展的科学化和规范化的进程。

E-service Quality Degree Evaluation Based on Information Entroy

According to the SERVQUAL model used in traditional setting,technology adoption model(TAM) and self-service technology(SST),determinants of e-service quality are identified with an open index system of e-service quality making in terms of reliability,ease of use,security,customer care and trust.To overcome the limitation of traditional methods in defining evaluating index weight,this paper uses entropy to adjust the weight of index given by AHP.This method develops the rationality and scientificity in evaluating the weight of index.The findings indicate that this new method can effectively respond actual situation and promote the scientific and normative course of the development of e-service quality.