Analysing key indicators of website service quality using Kano and DANP hybrid model

The purpose of this paper is to identify key indicators for improving the quality of the website and ranking them in the context of hotel industry. A survey involving tourists who use websites for booking hotel rooms has been conducted. Data were gathered by using a Kano questionnaire and a pairwise comparison based on DANP model. Data analysis in this research was based on the Kano integrated tools and multi-criteria decision-making using Super Decision and Excel software. The empirical results of the Kano model suggest customers considered the criteria of information, trust, ease of use as a 'must be' indicator. Interactivity, relative advantage and intuitive operations are classified as one-dimensional features and attractive indicator include response time, visual appeal, innovativeness, emotional appeal, consistent image and tailored communication. Meanwhile, the variables related to must-be indicator has the most important, and then the one-dimensional variables and finally attractiveness indicator were obtained next rank from the customer's point of view.