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Year 2014, Volume: 3 Issue: 3, 283 - 301, 01.09.2014

Abstract

References

  •  Aladwani, A.M. and Prashant C. P. (2002), Developing and Validating and Instrument for Measuring User-perceived Web Quality, Information and Management, Vol.39, pp.467-476.
  •  Auger, P. (2005), The Impact of Interactivity and Design Sophistication on the Performance of Commercial Websites for Small Businesses, Journal of Small Business Management, Vol.43, No.2, pp.119–137
  •  Chang, D.Y. (1996), Application of the Extent Analysis Method on Fuzzy AHP, European Journal of Operational Research, Vol.95, pp.649-655
  •  Chang, D.Y., Zhu, K.J. and Jing, Y. (1999), A Discussion on Extent Analysis Method and Applications of Fuzzy AHP, European Journal of Operational Research, Vol.116, No.2, pp.450-456
  •  Chen, S.Y. (2011), Exploring Digital Capital of Automated Cargo Clearance Business Websites, Expert Systems with Applications, Vol.38, pp.3590–3599.
  •  Cheng, J. Z., Chen, P.T. and Yu, H. C. D. (2005), Establishing a Man Access Strategy for Future Broadband Service: A Fuzzy MCDM Analysis of SONET/SDH and Gigabit Ethernet, Technovation, Vol.25, pp.557-567
  •  Deng, J. and Wang, M. (2008), Fuzzy Integrated Evaluation of E-commerce Information System. Computer Science and Computational Technology, ISCSCT '08. International Symposium on (Volume:2 ), 20-22 Dec. pp.513 – 516.
  •  E´thier, J., Pierre, H., Talbot, J. and Cadieux, J. (2006), B2C Web Site Quality and Emotions During Online Shopping Episodes: An Empirical Study, Information & Management, Vol.43, pp. 627–639
  •  Ekonomist Dergisi. E-ticarette Yeni Trend Tek Ürüne Odaklanmak, 27 Mart 2011.
  •  Ellatif, A. and Saleh, M. (2008), Measuring Critical Success Factors of E-Bank Portals Using Fuzzy AHP & VBA. Social Science Research Network, Retrieved 18.06.2014, from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1130123
  • Fei, J. and Yu, L. (2009), Public Satisfaction Evaluation of E-government with Fuzzy
  • AHP. Fuzzy Systems and Knowledge Discovery, FSKD '09. Sixth International Conference on (Volume:3 ), 14-16 Aug. Pp. 480 – 484.  Harrison, T. and Waite, K. (2006), A Time-Based Assessment of the Influences, Uses and Benefits of Intermediary Website Adoption, Information & Management, Vol.43, No.8, pp. 1002-1013
  •  Ip, C., Qi, S., Leung, R. And Law, R. (2010), Hotel Website Performance Evaluation: A Fuzzy Analytic Hierarchy Process Approach, International Conference on E-Business and E-Government, E-Business and E-Government (ICEE), 2010 International Conference on,7-9 May 2010, pp. 2443–2446.
  •  Ip, C., Law, R. and Lee, H.A. (2012), The Evaluation of Hotel Website Functionality by Fuzzy Analytic Hierarchy Process, Journal of Travel & Tourism Marketing, Vol.29, No.3, pp.263-278
  •  Jun, F. and Yu, L. (2008), The Evaluation of B2C E-Commerce Web Sites Based on Fuzzy AHP. Computer Science and Computational Technology, ISCSCT '08. International Symposium on (Volume:2 ), 20-22 Dec. pp.792 – 795.
  •  Kalakota, R. and Whinston, A.B. (1997), Electronic Commerce: A Manager’s Guide, Reading, MA: Addison-Wesley
  •  Kong, F. and Liu, H. (2005), Applying Fuzzy Analytic Hierarchy Process To Evaluate Success Factors Of E-Commerce, International Journal of Information and Systems Sciences, Vol.1, No.3/4, pp.406-412
  •  Kwong, C.K. and Bai, H. (2003), Determining the Importance Weights for the Customer Requirements in QFD Using a Fuzzy AHP with a Extent Analysis Approach, IEE Transactions, Vol.35, pp.619-626
  •  Lee, Y. and Kozar, K. A. (2006), Investigating the Effect of Website Quality on EBusiness Success: An Analytic Hierarchy Process (AHP) Approach, Decision Support Systems, Vol.42, pp.1383-1401
  •  Li, J. and Chen, S. (2009), Fuzzy Analytical Hierarchy Process for Evaluating Online Bookstores, Management and Service Science, MASS '09. International Conference on, 20-22 Sept. pp.1 – 4.
  • Li, T. and Chen, L. (2010), Evaluation of China-Based Top B-to-B Commercial Websites
  • Based on AHP-Fuzzy, International Conference on Artificial Intelligence and Computational Intelligence, Artificial Intelligence and Computational Intelligence (AICI), 2010 International Conference on (Volume:2 ), 23-24 Oct. pp.520 – 524.
  •  Li, W. and Pang, Y. (2011), Improved Fuzzy Comprehensive Evaluation Model of Business Website. Remote Sensing, Environment and Transportation Engineering (RSETE), 2011 International Conference on, 24-26 June. pp.8310 – 8314.
  •  Lin, H.F. (2010), An Application of Fuzzy AHP for Evaluating Course Website Quality, Computers & Education, Vol.54, pp.877–888.
  •  Liu, C. and Arnett, K.P. (2000), Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce, Information and Management, Vol.38, pp.23
  •  Liu, Y.W., Kwon, Y.J. and Kang, B.D. (2007), A Fuzzy AHP Approach to Evaluating ECommerce Websites, Software Engineering Research, Management & Applications. SERA 2007. 5th ACIS International Conference on, 20-22 Aug. pp.114 – 124.
  •  Loiacono, E., Watson, R., and Goodhue, D. (2002), WebQual(tm): A Web Site Quality Instrument, American Marketing Association: Winter Marketing Educators’ Conference, Austin, Texas.
  •  Parasuraman, A., Zeithaml, V.A., and Malhotra, A. (2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge, Academy of Marketing Science, Vol.30, No.4, pp.362-376.
  •  Ranganathan C. and Ganapathy, S. (2002), Key Dimensions of Business-to Consumer Web Sites, Information and Management, Vol.30, pp.457-465.
  •  Saghafian, S. and Hejazi, R. (2005), Multi Criteria Group Decision Making Using A Modified Fuzzy TOPSİS Procedure, CIMCA-IAWTIC’05, IEEE
  •  Song, J.H. and Zinkhan, G.M. (2003), Features Of Web Site Design, Perceptions Of Web Site Quality, and Patronage Behavior, ACME 2003 Proceedings, pp.106-114.
  •  Tzeng, G.H. and Huang, J.J. (2011), Multiple Attribute Decision Making Methods and Applications, CRC Pres Taylor and Francis Group, A Chapman and Hall Book, Boca Raton
  •  Wang, T.C. and Chen, Y.H. (2008), Applying Fuzzy Linguistic Preference Relations to the Improvement of Consistency of Fuzzy AHP, Information Sciences, Vol.178, pp.3755-3765
  •  Wang, X., Li, L. and Tian, L. (2010), Research on Fuzzy Comprehensive Evaluation of Enterprise Websites, Information Theory and Information Security (ICITIS), 2010 IEEE International Conference on, 17-19 Dec. pp.937 – 940.
  •  White, D. and Ariguzo, G. (2011), A Time-Series Analysis of US E-Commerce Sales, Review of Business Research, Vol.11, No.4, pp.134-140.
  •  Zadeh, L.A. (1965), Fuzzy Sets, Information and Control, Vol.8, pp.338-353
  •  Zeydan, M. and Çolpan, C. (2009), A New Decision Support System for Performance Measurement Using Combined Fuzzy TOPSİS/DEA Approach, International Journal of Production Research, Vol.47, pp.4327-4349
  •  Zhang, P. and Von Dran, G.M. (2001), User Expectations and Rankings of Quality Factors in Different Web Site Domains, International Journal of Electronic Commerce, Vol.6, No.2, pp.9-33.
  • Journal of Business, Economics & Finance (2014), Vol.3 (3) Vatansever & Akgul, 2014 Appendix 1: Evaluation Criterias Main Criterias Sub Criterias Information Quality: The quality of the information that the system produces and delivers Coherence (Refers to the degree to which the environmental landscape hangs together, easy to understand & clear) Complexity (Richness of the elements in a setting) Legibility (Distinctiveness, by possessing a memorable component, a landmark, a scene facilitates finding one's way) Mystery (Enhances one's desire to explore a space by conveying the feeling that much more can be found if one keeps on going) Relevance (Relevant depth and scope, and completeness of the information) Usefulness (Website has lots of benefits for users) Specialization (Adjusted Related information) System Quality: System performance in delivering information, also has been recognized as a critical achievement factor influencing technology use and user satisfaction Website navigation (Website's capability to provide alternative interaction and navigating techniques) Personalization (Making personal files for customers) Currency (The state of being in common or general use) Security (Quality or state of being secure) Classification of needs (Basic , performance or excitement needs) Technical efficiency (Do the right things) Web design (Architecture of the website) Service Quality: The overall support delivered by internet retailers & become more critical in ebusiness since online customers transact with unseen retailers Reliability (Ability to perform the promised service dependably and accurately) Responsiveness (To be able to response to customer needs) Trust (Customer should have confidence to the website) Customer expectations and Satisfaction (What customers really want) Vendor Specific Quality: The awareness of Internet vendors and their reputation and price Competitiveness Awareness (Existence of a critical mass who knows and experiences the website) Reputation (Overall quality as seen or judged by online consumers) Price saving (Lower the cost of online purchasing) Comparative Performance (Pay attention to performance of competitors)

Applying Fuzzy Analytic Hierarchy Process for Evaluating Service Quality of Private Shopping Website Quality: A Case Study in Turkey

Year 2014, Volume: 3 Issue: 3, 283 - 301, 01.09.2014

Abstract

The e-commerce is one of the most significant developments in Internet application. In order to be successful in the e-commerce, marketplace organizations will require to provide high quality web sites that attract and retain users. Usability is one of the most crucial factors for evaluating the quality of the website. Hence, the evaluation methods for the effectiveness of the e-commerce web sites are critical issues in both practice and research. Private shopping is one of the concepts that serve as a members-only online shopping platform with deep discounts and well-known brands. The study has investigated four private shopping web sites which are the most famous private shopping web sites in Turkey with proposed method. In this paper, a fuzzy analytic hierarchy process (FAHP) approach is employed for evaluating the e-commerce websites, which can tolerate vagueness and uncertainty of judgment. Therefore, the insufficiency and imprecision problems associated with the conventional AHP can be solved. Hence, websites can be evaluated more reasonably. To do so, experts’ opinions and literature are considered. Totally 50 qualitative factors are identified. Only 22 of the most important factors are included in the questionnaires provided for interview in the research.

References

  •  Aladwani, A.M. and Prashant C. P. (2002), Developing and Validating and Instrument for Measuring User-perceived Web Quality, Information and Management, Vol.39, pp.467-476.
  •  Auger, P. (2005), The Impact of Interactivity and Design Sophistication on the Performance of Commercial Websites for Small Businesses, Journal of Small Business Management, Vol.43, No.2, pp.119–137
  •  Chang, D.Y. (1996), Application of the Extent Analysis Method on Fuzzy AHP, European Journal of Operational Research, Vol.95, pp.649-655
  •  Chang, D.Y., Zhu, K.J. and Jing, Y. (1999), A Discussion on Extent Analysis Method and Applications of Fuzzy AHP, European Journal of Operational Research, Vol.116, No.2, pp.450-456
  •  Chen, S.Y. (2011), Exploring Digital Capital of Automated Cargo Clearance Business Websites, Expert Systems with Applications, Vol.38, pp.3590–3599.
  •  Cheng, J. Z., Chen, P.T. and Yu, H. C. D. (2005), Establishing a Man Access Strategy for Future Broadband Service: A Fuzzy MCDM Analysis of SONET/SDH and Gigabit Ethernet, Technovation, Vol.25, pp.557-567
  •  Deng, J. and Wang, M. (2008), Fuzzy Integrated Evaluation of E-commerce Information System. Computer Science and Computational Technology, ISCSCT '08. International Symposium on (Volume:2 ), 20-22 Dec. pp.513 – 516.
  •  E´thier, J., Pierre, H., Talbot, J. and Cadieux, J. (2006), B2C Web Site Quality and Emotions During Online Shopping Episodes: An Empirical Study, Information & Management, Vol.43, pp. 627–639
  •  Ekonomist Dergisi. E-ticarette Yeni Trend Tek Ürüne Odaklanmak, 27 Mart 2011.
  •  Ellatif, A. and Saleh, M. (2008), Measuring Critical Success Factors of E-Bank Portals Using Fuzzy AHP & VBA. Social Science Research Network, Retrieved 18.06.2014, from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1130123
  • Fei, J. and Yu, L. (2009), Public Satisfaction Evaluation of E-government with Fuzzy
  • AHP. Fuzzy Systems and Knowledge Discovery, FSKD '09. Sixth International Conference on (Volume:3 ), 14-16 Aug. Pp. 480 – 484.  Harrison, T. and Waite, K. (2006), A Time-Based Assessment of the Influences, Uses and Benefits of Intermediary Website Adoption, Information & Management, Vol.43, No.8, pp. 1002-1013
  •  Ip, C., Qi, S., Leung, R. And Law, R. (2010), Hotel Website Performance Evaluation: A Fuzzy Analytic Hierarchy Process Approach, International Conference on E-Business and E-Government, E-Business and E-Government (ICEE), 2010 International Conference on,7-9 May 2010, pp. 2443–2446.
  •  Ip, C., Law, R. and Lee, H.A. (2012), The Evaluation of Hotel Website Functionality by Fuzzy Analytic Hierarchy Process, Journal of Travel & Tourism Marketing, Vol.29, No.3, pp.263-278
  •  Jun, F. and Yu, L. (2008), The Evaluation of B2C E-Commerce Web Sites Based on Fuzzy AHP. Computer Science and Computational Technology, ISCSCT '08. International Symposium on (Volume:2 ), 20-22 Dec. pp.792 – 795.
  •  Kalakota, R. and Whinston, A.B. (1997), Electronic Commerce: A Manager’s Guide, Reading, MA: Addison-Wesley
  •  Kong, F. and Liu, H. (2005), Applying Fuzzy Analytic Hierarchy Process To Evaluate Success Factors Of E-Commerce, International Journal of Information and Systems Sciences, Vol.1, No.3/4, pp.406-412
  •  Kwong, C.K. and Bai, H. (2003), Determining the Importance Weights for the Customer Requirements in QFD Using a Fuzzy AHP with a Extent Analysis Approach, IEE Transactions, Vol.35, pp.619-626
  •  Lee, Y. and Kozar, K. A. (2006), Investigating the Effect of Website Quality on EBusiness Success: An Analytic Hierarchy Process (AHP) Approach, Decision Support Systems, Vol.42, pp.1383-1401
  •  Li, J. and Chen, S. (2009), Fuzzy Analytical Hierarchy Process for Evaluating Online Bookstores, Management and Service Science, MASS '09. International Conference on, 20-22 Sept. pp.1 – 4.
  • Li, T. and Chen, L. (2010), Evaluation of China-Based Top B-to-B Commercial Websites
  • Based on AHP-Fuzzy, International Conference on Artificial Intelligence and Computational Intelligence, Artificial Intelligence and Computational Intelligence (AICI), 2010 International Conference on (Volume:2 ), 23-24 Oct. pp.520 – 524.
  •  Li, W. and Pang, Y. (2011), Improved Fuzzy Comprehensive Evaluation Model of Business Website. Remote Sensing, Environment and Transportation Engineering (RSETE), 2011 International Conference on, 24-26 June. pp.8310 – 8314.
  •  Lin, H.F. (2010), An Application of Fuzzy AHP for Evaluating Course Website Quality, Computers & Education, Vol.54, pp.877–888.
  •  Liu, C. and Arnett, K.P. (2000), Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce, Information and Management, Vol.38, pp.23
  •  Liu, Y.W., Kwon, Y.J. and Kang, B.D. (2007), A Fuzzy AHP Approach to Evaluating ECommerce Websites, Software Engineering Research, Management & Applications. SERA 2007. 5th ACIS International Conference on, 20-22 Aug. pp.114 – 124.
  •  Loiacono, E., Watson, R., and Goodhue, D. (2002), WebQual(tm): A Web Site Quality Instrument, American Marketing Association: Winter Marketing Educators’ Conference, Austin, Texas.
  •  Parasuraman, A., Zeithaml, V.A., and Malhotra, A. (2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge, Academy of Marketing Science, Vol.30, No.4, pp.362-376.
  •  Ranganathan C. and Ganapathy, S. (2002), Key Dimensions of Business-to Consumer Web Sites, Information and Management, Vol.30, pp.457-465.
  •  Saghafian, S. and Hejazi, R. (2005), Multi Criteria Group Decision Making Using A Modified Fuzzy TOPSİS Procedure, CIMCA-IAWTIC’05, IEEE
  •  Song, J.H. and Zinkhan, G.M. (2003), Features Of Web Site Design, Perceptions Of Web Site Quality, and Patronage Behavior, ACME 2003 Proceedings, pp.106-114.
  •  Tzeng, G.H. and Huang, J.J. (2011), Multiple Attribute Decision Making Methods and Applications, CRC Pres Taylor and Francis Group, A Chapman and Hall Book, Boca Raton
  •  Wang, T.C. and Chen, Y.H. (2008), Applying Fuzzy Linguistic Preference Relations to the Improvement of Consistency of Fuzzy AHP, Information Sciences, Vol.178, pp.3755-3765
  •  Wang, X., Li, L. and Tian, L. (2010), Research on Fuzzy Comprehensive Evaluation of Enterprise Websites, Information Theory and Information Security (ICITIS), 2010 IEEE International Conference on, 17-19 Dec. pp.937 – 940.
  •  White, D. and Ariguzo, G. (2011), A Time-Series Analysis of US E-Commerce Sales, Review of Business Research, Vol.11, No.4, pp.134-140.
  •  Zadeh, L.A. (1965), Fuzzy Sets, Information and Control, Vol.8, pp.338-353
  •  Zeydan, M. and Çolpan, C. (2009), A New Decision Support System for Performance Measurement Using Combined Fuzzy TOPSİS/DEA Approach, International Journal of Production Research, Vol.47, pp.4327-4349
  •  Zhang, P. and Von Dran, G.M. (2001), User Expectations and Rankings of Quality Factors in Different Web Site Domains, International Journal of Electronic Commerce, Vol.6, No.2, pp.9-33.
  • Journal of Business, Economics & Finance (2014), Vol.3 (3) Vatansever & Akgul, 2014 Appendix 1: Evaluation Criterias Main Criterias Sub Criterias Information Quality: The quality of the information that the system produces and delivers Coherence (Refers to the degree to which the environmental landscape hangs together, easy to understand & clear) Complexity (Richness of the elements in a setting) Legibility (Distinctiveness, by possessing a memorable component, a landmark, a scene facilitates finding one's way) Mystery (Enhances one's desire to explore a space by conveying the feeling that much more can be found if one keeps on going) Relevance (Relevant depth and scope, and completeness of the information) Usefulness (Website has lots of benefits for users) Specialization (Adjusted Related information) System Quality: System performance in delivering information, also has been recognized as a critical achievement factor influencing technology use and user satisfaction Website navigation (Website's capability to provide alternative interaction and navigating techniques) Personalization (Making personal files for customers) Currency (The state of being in common or general use) Security (Quality or state of being secure) Classification of needs (Basic , performance or excitement needs) Technical efficiency (Do the right things) Web design (Architecture of the website) Service Quality: The overall support delivered by internet retailers & become more critical in ebusiness since online customers transact with unseen retailers Reliability (Ability to perform the promised service dependably and accurately) Responsiveness (To be able to response to customer needs) Trust (Customer should have confidence to the website) Customer expectations and Satisfaction (What customers really want) Vendor Specific Quality: The awareness of Internet vendors and their reputation and price Competitiveness Awareness (Existence of a critical mass who knows and experiences the website) Reputation (Overall quality as seen or judged by online consumers) Price saving (Lower the cost of online purchasing) Comparative Performance (Pay attention to performance of competitors)
There are 39 citations in total.

Details

Journal Section Articles
Authors

Kemal Vatansever This is me

Yakup Akgul This is me

Publication Date September 1, 2014
Published in Issue Year 2014 Volume: 3 Issue: 3

Cite

APA Vatansever, K., & Akgul, Y. (2014). Applying Fuzzy Analytic Hierarchy Process for Evaluating Service Quality of Private Shopping Website Quality: A Case Study in Turkey. Journal of Business Economics and Finance, 3(3), 283-301.

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