MULTI-CRITERIA ANALYSIS OF WEBSITE QUALITY ASSESSMENT BASED ON ISO 25010 QUALITY MODEL OF TECHNOLOGY STORES: THE CASE OF TURKEY

Year 2020, Prof. Dr. Talha Ustasüleyman Special Issue, 57 - 76, 20.02.2020

Neşe Yalçın Burcu Şimşek Yağlı

https://doi.org/10.18092/ulikidince.557263

Cited By: 3

Abstract

Websites
that have increased in usage rate and become an integral part of life in recent
years are kind of channel where businesses offer information, products, and
services. Businesses that want to ensure sustainability and move one step ahead
of their competitors in this channel should pay attention to their website
quality. From this point of view, the evaluation of the website quality has
become an important issue both in the academic environment and in the private
sector. However, although there have been many studies in the literature
regarding the website quality evaluation, no study which evaluates website
quality of technology stores has been found. Therefore this study aims to fill this gap
in the literature. Within this context, a new quality model with multiple
criteria specific to the application area has been developed based on the ISO
25010 quality model because it is both a general quality model and developed by
a reliable organization. The new model has been used to evaluate website
quality of six alternative technology stores operating in Turkey.
Accordingly, the fuzzy version of the Analytic Hierarchy Process (AHP), which
is one of the multi-criteria decision making (MCDM) methods, has been used for
both determining the importance of the criteria and evaluating and ranking the
alternatives. In addition, a sensitivity analysis has been conducted to
investigate the impact of potential changes in criteria weights of websites on
rankings. This study contributes to the literature theoretically by providing a
new quality evaluation model in the website quality assessment problem in terms
of the researcher, and in practical terms, it is a guide to designing websites
so that they can provide better quality service to customers of technology
stores.

Keywords

Website quality, ISO 25010 quality model, technology stores, MCDM, fuzzy AHP

TEKNOLOJİ MAĞAZALARININ ISO 25010 KALİTE MODELİNE DAYALI WEBSİTESİ KALİTE DEĞERLENDİRMESİNİN ÇOK KRİTERLİ ANALİZİ: TÜRKİYE ÖRNEĞİ

Abstract

Son yıllarda kullanım oranı artan ve hayatın ayrılmaz bir parçası
haline gelen internet siteleri, işletmelerin bilgi, ürün ve hizmetlerini
sunduğu bir mecradır. Bu mecrada sürdürülebilirliğini sağlamak ve rakiplerinden
bir adım öne geçmek isteyen işletmelerin, internet sitesi kalitelerine önem
vermeleri gerekmektedir. Bu bakış açısıyla, internet sitelerinin kalitesinin
değerlendirilmesi hem akademik çevrelerde hem de özel sektörde üzerinde önemle
durulan bir konu haline gelmiştir. Bununla birlikte, literatürde internet
sitesi kalitesi değerlendirilmesi üzerine birçok çalışma olmasına rağmen
teknoloji mağazalarının internet sitelerinin kalitesinin değerlendirilmesine
yönelik herhangi bir çalışmaya rastlanılmamıştır. Dolayısıyla bu çalışma ile
literatüdeki belirtilen eksikliğin giderilmesi amaçlanmıştır. Bu kapsamda,
farklı kalite modelleri arasından, hem genel bir model olması hem de güvenilir
bir kuruluş tarafından oluşturulmuş olması nedeniyle ISO 25010 kalite modeli
çerçevesinde, uygulama alanına özgü çok kriterli yeni bir kalite modeli
geliştirilmiştir. Geliştirilen kalite modeli Türkiye’de faaliyet gösteren altı
alternatif teknoloji mağazasının internet sitesi kalitelerinin
değerlendirilmesi amacıyla kullanılmıştır. Bu doğrultuda, hem kriterlerin önem
derecelerinin belirlenmesinde hem de alternatiflerin değerlendirilmesinde
modelin yapısı gereği çok kriterli karar verme (ÇKKV) yöntemlerinden biri olan
Analitik Hiyerarşi Prosesi (AHP) yönteminin bulanık versiyonu kullanılmıştır.
Ayrıca kriter ağırlıklarındaki olası değişimlerin internet sitelerinin sıralamasına
etkilerini araştırmak amacıyla duyarlılık analizi yapılmıştır. Bu çalışma
teorik açıdan araştırmacılara internet sitesi kalite değerlendirme probleminde
yeni bir kalite değerlendirme modeli sunması, pratik açıdan teknoloji
mağazalarına kullanıcılarına daha kaliteli hizmet sunabilmeleri için internet
sitelerini tasarlamalarında yol gösterici olması bakımından yazına katkı
sağlamaktadır.

Keywords

Websitesi kalitesi, ISO 25010 kalite modeli, teknoloji mağazaları, ÇKKV, bulanık AHP

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