E-Ticaret Teknolojilerinin Değerlendirilmesi İçin Entegre Kalite Evi Yaklaşımı

Abstract

E-ticaret ekosistemi; pazar yerleri, çevrim içi perakendeciler, ödeme sistemleri, lojistik şirketleri, platform sağlayıcılar, üreticiler ve markalardan oluşmaktadır. Artan dijitalleşme yatırımları ve tüketici harcamaları ile küresel e-ticaret pazarı giderek büyümektedir. E-ticaret kapsamında teknolojilerin değerlendirilmesi, işletmelerin rekabet gücünü koruyabilmesi, müşteri deneyimini iyileştirebilmesi ve operasyonel verimliliğini artırabilmesi açısından son derece kritik bir süreçtir. Kullanıcıların e-ticaretten başlıca beklentileri uygun fiyat, zaman tasarrufu, ürün çeşitliliği gibi etkenlerdir. Bu sayede kullanıcılar mağazaya gitmeden satın almak istedikleri ürünle ilgili fiyat karşılaştırmasını kısa bir sürede çeşitli ürünler için yapabilir. Bu bağlamda, müşteri ihtiyaçlarının analizi rekabetçi e-ticaret ortamında büyük bir önem kazanmaktadır. E-ticaret kapsamında teknoloji değerlendirilmesi, yalnızca teknik bir gereklilik değil, aynı zamanda stratejik bir yönetim sürecidir. Bu çalışmanın amacı, dijital dünyada gelişen ve değişen e-ticaret uygulamaları için teknolojik gereksinimleri önceliklendirmek ve bu kapsamda bir teknolojik bakış açısı sunmaktadır. Bu kapsamda bu çalışmada yazın taraması ve uzman değerlendirmeleriyle belirlenen e-ticaret kullanıcı ihtiyaçları ve teknolojik gereksinimleri Kalite Fonksiyonu Yayılımı yönteminin temel aracı olan Kalite Evi yaklaşımından yararlanılarak modellenmekte, analiz edilmekte ve elde edilen bulgular yorumlanmaktadır. Müşteri ihtiyaçlarının ağırlıklarını belirlemek için Analitik Hiyerarşi Süreci (AHS) tekniği uygulanmaktadır. E-ticaret teknolojilerinin değerlendirilmesi için bir uygulama gerçekleştirilerek sonuçlar çalışmanın son kısmında paylaşılmaktadır. Çalışmadan elde edilen bulgulara göre uygun fiyat, mobil uyumluluk ve kullanıcı dostu arayüz en önemli müşteri beklentileri olarak karşımıza çıkarken yapay zeka teknolojisi ile büyük veri analitiği en kritik teknolojik gereksinimler olarak bulunmuştur.

Keywords

• AHS
• E-ticaret
• Kalite evi
• Kullanıcı ihtiyaçları
• Teknoloji değerlendirme
• Teknolojik gereksinim

An Integrated House of Quality Approach for E-Commerce Technology Assessment

Abstract

The e-commerce ecosystem consists of marketplaces, online retailers, payment systems, logistics companies, platform providers, manufacturers, and brands. The global e-commerce market is growing rapidly, driven by increased digitalization investments and consumer spending. Evaluating technologies in the e-commerce context is crucial for businesses to maintain competitiveness, improve the customer experience, and increase operational efficiency. Users' primary expectations from e-commerce include affordability, time savings, and product variety. This allows users to quickly compare prices across products without going to a store. In this context, analyzing customer needs is crucial in the competitive e-commerce environment. Evaluating technology within the e-commerce context is not only a technical requirement but also a strategic management process. The purpose of this study is to prioritize technological requirements for evolving and changing e-commerce applications in the digital world and to provide a technological perspective within this context. In this context, this study models and analyzes e-commerce user needs and technological requirements, identified through a literature review and expert opinions, using the House of Quality approach (the main tool of the Quality Function Deployment method), and interprets the results. The Analytical Hierarchy Process (AHP) technique is applied to determine the weights of customer needs. An application is implemented to evaluate e-commerce technologies, and the results are shared in the final section of the study. According to the study's findings, while affordable prices, mobile compatibility, and a user-friendly interface are the most important customer expectations, artificial intelligence and big data analytics are the most critical technological requirements.

Keywords

• AHP
• E-commerce
• House of quality
• Technology assessment
• Technological requirement
• User needs

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