Application of Fuzzy Set Theory in Evaluation of E-Service Quality

With the rapid development of e-commerce, electronic service quality (E-SQ) is increasingly recognized as an important aspect of e-commerce. To deliver superior service quality, managers of companies with Web presences should understand how customers perceive and evaluate E-SQ. But E-SQ is a composite of various attributes, among them many intangible attributes are difficult to measure. This characteristic introduces the difficulties for respondent in replying to the survey. In order to overcome the difficulty, we invite set fuzzy set theory into the measurement of performance of criteria. By applying AHP to obtain criteria weight and using grey situation decision theory to rank the service quality provided by Web sites, we get satisfied results.