Evaluating the Electronic Service Quality of E-Shops Using AHP-TOPSIS: The Case of Greek Coffee Chains During the COVID-19 Lockdown

The purpose of this study is to evaluate and rank the e-shops of the top Greek coffee chains, based on their electronic service quality. Data were collected from experts during the first COVID-19 lockdown. Based on the E-S-QUAL model, the authors applied a 12-step multi-criteria decision-making methodology utilizing analytic hierarchy process (AHP) and technique for order performance by similarity to ideal solution (TOPSIS). The results indicate that system availability and fulfillment are the two most crucial dimensions of the model. Protection of credit card information, webpages that do not freeze during the ordering process, delivery of the ordered items, and truthfulness about products and services offered by the e-shop are considered the most important sub-dimensions. The findings can aid managers, and practitioners focus on the most important service quality elements when developing e-commerce websites. Furthermore, the study's results highlight the positive and negative areas of performance of the e-shops under evaluation.