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The evaluation of tourism mobile e-commerce service quality is essential in ensuring that platforms meet user expectations and provide a seamless travel experience (Kamel & Sherif, 2001; Y. X. Li et al., 2003; Palkoska et al., 2003). Mobile e-commerce has transformed the tourism industry, offering a wide range of services, such as travel bookings, itinerary planning, and personalized recommendations. As the competition among platforms intensifies, evaluating service quality becomes a critical factor in improving customer satisfaction and maintaining a competitive edge (Chen & Yang, 2006; S. Liu, 2005; S. Q. Liu, 2005; Z. X. Yan et al., 2004). Tourism mobile e-commerce platforms are characterized by their dynamic and customer-oriented nature. Their success relies on delivering efficient, secure, and user-friendly services. Evaluating service quality involves analyzing various aspects, such as platform performance, user experience, and the ability to adapt to diverse customer needs (Daries et al., 2021; K. Liu et al., 2020; Xu, 2020). With the increasing use of mobile devices, customers demand faster, more personalized, and more reliable platforms. Service quality assessments help identify gaps and areas for improvement, ensuring that platforms remain relevant in a highly competitive market. One of the key challenges in evaluating tourism mobile e-commerce service quality is the inherent subjectivity of user perceptions. Customers often evaluate platforms based on their personal experiences, which can vary significantly. To address this, advanced decision-making methods are employed to handle the uncertainty and vagueness in user judgments (Pan & Zhang, 2021; Tang & Zeng, 2021; G. Wei et al., 2021; H. Zhang et al., 2021). Furthermore, the evaluation of service quality is not only beneficial for platform providers but also for customers. It enables providers to refine their services, enhance platform functionality, and deliver a better user experience (Xie et al., 2022; W. Yang & Lin, 2022). For customers, it ensures they have access to platforms that offer convenient, reliable, and high-quality services (X. Liu et al., 2022; Peng, 2022). The insights gained from these evaluations can also guide policymakers and industry stakeholders in setting standards and benchmarks for mobile e-commerce platforms in the tourism sector (K. Li, 2022; Lin et al., 2022; M. Zhao et al., 2021). In conclusion, evaluating the quality of tourism mobile e-commerce services is crucial for fostering innovation and improving customer experiences. It provides valuable insights that help platforms evolve and adapt to changing customer demands. As the tourism industry continues to grow, systematic evaluations of service quality will remain an integral part of ensuring sustainable development and customer satisfaction in mobile e-commerce (Yin & He, 2022; Yu et al., 2022; J. Zhao & Zhang, 2023).