Using VIKOR Method for Evaluating Service Quality of Online Auction under Fuzzy Environment

Most decision making problems can be considered as multiple criteria decision making (MCDM) problems, and should be solved by MCDM method. The main advantage of MCDM is that it can give managers many dimensions to consider related elements, and evaluate all possible options under variable degrees. This paper applied fuzzy set theory and a compromised MCDM method VIKOR method to evaluate the service quality of online auction. However, service quality is a composite of various attributes, among them many intangible attributes are difficult to measure. Thus, we invite fuzzy set theory into the measurement of performance. By applying AHP in obtaining criteria weight and VIKOR in ranking, we found the most concerned dimension of service quality is Transaction Safety Mechanism and the least is Charge Item. Other criteria such as information security, accuracy and information are too vital. And the online auction A is the best of the three online auctions. Keywords— MCDM, Fuzzy Set Theory, VIKOR, Online auction, Service quality