Measuring and evaluating the quality of service for Customers based on a hybrid approach of E-S-QUAL, E-RecS-QUAL and Fuzzy TOPSIS in the Insurance Companies

Understanding and measuring electronic service quality including its dimensions has become crucial since a growing volume of business takes place in the cyber world, managing service quality is vital to retain customer satisfaction and augment revenues for any business organization, often it is difficult to assess service quality due to jack of quantifiable measures and limited data. this paper focuses on measuring electronic service quality and service recovery issues using a hybrid approach based on e-s-qual and fuzzy topsis for evaluating service quality of insurance companies. this research covers 350 customers' assessments of the electronic service quality offered by 6 insurance companies in iran. the first step involves development of an e-s-qual based questionnaire to collect data for measuring insurance companies service quality. the participants provide linguistic assessments to rate the service quality criteria and the alternatives. then, the linguistic ratings are combined through fuzzy topsis to generate an overall performance score for each alternative. findings suggest a refined and more stable version of the e-s-qual scale for the internet insurance companies. comprehensive psychometric tests also suggest that e-recs-qual is an appropriate tool to evaluate online service recovery in consumer research. finally, sensitivity analysis is conducted to evaluate the influence of criteria weights on the decision making process. the strength of the proposed approach is its practical applicability and ability to provide solution while there is partial or lack of quantitative information.