Influencing factors in online tourism service quality: a fuzzy cognitive map based on customers’ perceptions

Purpose: This study aims to explore the influencing factors of online tourism service quality to clarify the relationship between such factors and the degree of influence so that targeted and effective measures to improve service quality can be suggested. Design/methodology/approach: A questionnaire is used to obtain original data, establish the fuzzy cognitive map (FCM) structure chart model and modify the model. Findings: The results reveal that comprehensive service types, comprehensive information provided, true and accurate, upgrade and update, payment security, data and information security, customer rights and interests protection, service friendliness and evaluation processing are the key influencing factors in online tourism service quality. In addition, the FCM can also predict the improvement of service quality. Originality/value: To establish an FCM model, this study establishes the evaluation framework of influencing factors of online tourism service quality and identifies the cause and effect of 26 indicators. The mechanism of influencing factors of online tourism service quality is explored through the iteration of the model. © 2020, Emerald Publishing Limited.