A Novel Methodology for Evaluating Quality of Websites: A Hybrid Approach of Bipolar Neutrosophic Numbers (BNN)-SWARA- TOPSIS

This study introduces an innovative model called ISCREAM which is inspired by an in-depth review of existing models such as Web QAM, E-Servqual, SITEQUAL, Equal and WQET models. The ISCREAM model is supported by a hybrid methodology of BNNs-SWARA- TOPSIS and contains 7 main criteria and 22 sub-criteria. The proposed model is easy to implement and would be practically valuable for website designers and managers who intend to enhance their ability against competitors. This study set out to explore website quality with a small number of criteria without a loss of precision. The study population was predominantly made up of website design experts, whose ideas were collected through various questionnaires. Criteria and sub-criteria were weighted based on the SWARA method. Finally, the TOPSIS technique was used to rank online stores based on bipolar neutrosophic numbers and Hamming distance. The proposed model has introduced important criteria for evaluating website quality and offers valuable insights into bipolar neutrosophic numbers application.