Elektronik Alışveriş (E-alışveriş) Sitelerinin E-hizmet Kalitesi Açısından Değerlendirilmesinde DEMATEL-AAS-VIKOR Yaklaşımı

Yrd. Doç. Dr. A. Cansu Gök; Prof. Dr. Selçuk Perçin

doi:10.18037/ausbd.389223

Research Article

Elektronik Alışveriş (E-alışveriş) Sitelerinin E-hizmet Kalitesi Açısından Değerlendirilmesinde DEMATEL-AAS-VIKOR Yaklaşımı

Year 2016, Volume: 16 Issue: 2, 131 - 144, 12.08.2016

Yrd. Doç. Dr. A. Cansu Gök Prof. Dr. Selçuk Perçin

https://doi.org/10.18037/ausbd.389223

Cited By: 8

Abstract

Bilgi ve iletişim teknolojilerindeki gelişmelere paralel olarak, günümüz toplumunda internet erişimi bir ihtiyaç haline gelerek hayatın her alanında yer almaya başlamıştır. Genişleyen erişim olanakları, web üzerinden sunulan hizmetlerin de artmasını ve çeşitlenmesini sağlamış, dolayısıyla sektörler arasında yaşanan yoğun rekabet elektronik ortamda da hayat bulmuştur. Ticaret sınırlarının ortadan kalkmasıyla elektronik alışveriş (e-alışveriş) ve elektronik ticaret (e-ticaret) hizmetleri yaygınlaşmış ve bu durum müşteriye doğrudan ulaşmak isteyen işletmeler için bir fırsat sağlamıştır. Son yıllardaki internet kullanıcısı sayısındaki artış, sunulan hizmetlerin kaliteli ve beklentileri karşılayacak düzeyde olmasını gerektirmiştir. Bu nedenle, müşterilere e-alışveriş yapma imkanı sunan firmaların, elektronik ortamda da varlıklarını sürdürebilmeleri ve rekabet üstünlüğü kazanabilmeleri açısından hizmet kaliteleri önem kazanmıştır. Bu çalışmanın amacı da, e-alışveriş sitelerinin elektronik hizmet kalitesi boyutlarının dikkate alınarak değerlendirilmesini sağlamak ve sunulan hibrit çok kriterli karar verme yaklaşımı DEMATEL-AAS-VIKOR ile kullanıcılar tarafından tanınan dört e-alışveriş sitesini e-hizmet kalitesi performansına göre sıralamaktır. Bu kapsamda, çalışmada e-alışveriş sitelerinin e-hizmet kalitesini değerlendirmek için Parasuraman vd. (2005) tarafından geliştirilen e-hizmet kalitesi boyutları ele alınarak, DEMATEL yöntemi ile

uzman grup eşliğinde kriterler arası karşılaştırmalar yapılmış ve hesaplanan ağırlıklar Analitik Ağ Süreci (AAS) yaklaşımına aktarılmıştır. Daha sonra elde edilen veriler yardımıyla e-alışveriş siteleri, VIKOR yöntemiyle sıralanmıştır.

Keywords

DEMATEL, AAS, VIKOR

References

Aksakal, E., Dağdeviren, M. (2010). “ANP ve DEMATEL Yöntemleri ile Personel Seçimi Problemine Bütünleşik Bir Yaklaşım”, Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 25(4), 905-913.
Chen, L. Y. & Wang, T. C. (2009). Optimizing partners’choice in IS/IT outsourcing projects: The strategic decision of fuzzy VIKOR, International Journal of Production Economics, 120, 233-242.
Chiu, W. Y., Tzeng G. H., & Li H. L. (2013). A new hybrid MCDM model combining DANP with VIKOR to improve e-store business, Knowledge-Based Systems, 37, 48–61.
Cox, J. & Dale, B. (2001). Service quality and e-commerce: an exploratory analysis, Managing Service Quality, 11(2), 121-31.
Cristobal, E., Flavian, C. & Guinaliu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty, Managing Service Quality, 17(3), 317-340.
Ertuğrul, İ. & Karakaşoğlu, N. (2009). Banka Şube Performanslarının VIKOR Yöntemi ile Değerlendirilmesi, Endüstri Mühendisliği Dergisi YA/EM Özel Sayısı, 20 (1), 19-28.
Hsu, C. H., Wang, F. K. & Tzeng, G. H. (2012). The best vendor selection for conducting the recycled material based on a hybrid MCDM model for combining DANP with VIKOR, Resources, Conservation and Recycling, 66, 95-111
Ho, W. R. J., Tsai, C. L., Tzeng, G. H. & Fang, S. K. (2011). Combined DEMATEL technique with a novel MCDM model for exploring portfolio selection based on CAPM, Expert Systems with Applications, 38, 16-25
Lee, W. S. (2011). Using MCDM to examine bank merger and acquisition evaluation and decision making model, The Service Industries Journal, 1-22
Liou, J. J. H. & Chuang, Y. T. (2010). Developing hybrid multi-criteria modelfor selection of outsourcing providers, Expert Systems with Applications, 37, 3755-3761
Liu C. H., Tzeng, G. H. & Lee M. H. (2011). Strategies for improving cruise product sales in the travel agency using hybrid MCDM models, The Service Industries Journal, 1-22.
Opricovic, S. & Tzeng, G.H. (2004). Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS, European Journal of Operational Research, 156, 445–455.
Opricovic, S. & Tzeng, G.H. (2007). Extended VIKOR method in comparison with outranking methods, European Journal of Operational Research, 178, 514–529.
Ou Yang, Y. P., Leu, J. D., & Tzeng, G. H. (2008). A novel hybrid MCDM model combined with DEMATEL and ANP with applications, International Journal of Operational Research, 5(3), 1–9.
Ou Yang, Y. P., Shieh, H.M., Leu, J. D. & Tzeng, G. H (2009). A VIKOR-based multiple criteria decision method for improving information security risk, International Journal of Information Technology & Decision Making, 8(2), 267–287.
Ou Yang, Y. P., Shieh, H.M., & Tzeng, G. H (2013). A VIKOR technique based on DEMATEL and ANP for information security risk control assessment, Information Sciences, 232, 482-500
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and ıts ımplications for future research, Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (2005). E-S-QUAL : A multiple-item scale for assessing electronic service quality, Journal of Service Research, 7, 213-233.
Saaty, T. L. (2006). Decision Making with the Analytic Network Process: Economic, Political, Social and Technological Applications with Benefits, Opportunities, Costs and Risks, Springer, USA.
Sarkis, J. (1998). Evaluating environmentally conscious business practices, European Journal of Operational Research, 107, 159-174.
Sahadev, S. & Purani, K. (2008). Modelling the consequences of e-service quality, Marketing Intelligence & Planning, 26 (6), 605-620.
Sun, Q., Wang, C. & Cao, H. (2009). Applying E-S-QUAL Scale to Analysis the Factors Affecting Consumers to Use Internet Banking Services, 2009 IITA International Conference on Services Science, Management and Engineering, 242-245.
Şenel, B., Şenel, M. & Gümüştekin, G. (2012). E-hizmet kalitesine göre sanal alışveriş sitelerinin değerlendirilmesi, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 33, 85-100.
Tsai W. H., Hsu W. & Chou, W. C. (2011). A gap analysis model for improving airport service quality, Total Quality Management & Business Excellence, 22(10), 1025-1040.
Tsao W. C. & Tseng, Y. L. (2011). The impact of electronic-service quality on online shopping behaviour, Total Quality Management & Business Excellence, 22(9), 1007-1024
Tzeng, G. H., Chiang, C. H., & Li, C. W. (2007). Evaluating intertwined effects in E-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL, Expert Systems with Applications, 32(4), 1028–1044.
Tzeng, G. H. & Huang, C. Y. (2012). Combined DEMATEL technique with hybrid MCDM methods for creating the aspired intelligent global manufacturing & logistics systems, Annals of Operations Research, 197, 159–190.
Udo, G. J., Bagchi, K. K. & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention, International Journal of Information Management, 30, 481–492.
Wang, Y. L. & Tzeng G. H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods, Expert Systems with Applications, 39, 5600–5615.
Wu, W. (2008). Choosing Knowledge Management Strategies by Using a Combined ANP and DEMATEL Approach, Expert Systems with Applications, 35, 828–835.
Wu, H.,Chen, H. K. & Shieh, J. (2010).Evaluating Performance Criteria of Employment Service Outreach Program Personnel by DEMATEL Method, Expert System with Applications, 37, 5219–5223.
Wu, H. H. & Tsai Y. N. (2011). An integrated approach of AHP and DEMATEL methods in evaluating the criteria of auto spare parts industry, International Journal of Systems Science, 1-11.
Yoo, B. & Donthu, N. (2001). Developing a scale to Measure the Percieved Quality of an Internet Shopping Site (SITEQUAL), Quarterly Journal of Electronic Commerce, 2(1), 31-47.
Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2002). Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge, Journal of the Academy of Marketing Science, 30(4), 362-75.

Year 2016, Volume: 16 Issue: 2, 131 - 144, 12.08.2016

Yrd. Doç. Dr. A. Cansu Gök Prof. Dr. Selçuk Perçin

https://doi.org/10.18037/ausbd.389223

Cited By: 8

Abstract

References

Aksakal, E., Dağdeviren, M. (2010). “ANP ve DEMATEL Yöntemleri ile Personel Seçimi Problemine Bütünleşik Bir Yaklaşım”, Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 25(4), 905-913.
Chen, L. Y. & Wang, T. C. (2009). Optimizing partners’choice in IS/IT outsourcing projects: The strategic decision of fuzzy VIKOR, International Journal of Production Economics, 120, 233-242.
Chiu, W. Y., Tzeng G. H., & Li H. L. (2013). A new hybrid MCDM model combining DANP with VIKOR to improve e-store business, Knowledge-Based Systems, 37, 48–61.
Cox, J. & Dale, B. (2001). Service quality and e-commerce: an exploratory analysis, Managing Service Quality, 11(2), 121-31.
Cristobal, E., Flavian, C. & Guinaliu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty, Managing Service Quality, 17(3), 317-340.
Ertuğrul, İ. & Karakaşoğlu, N. (2009). Banka Şube Performanslarının VIKOR Yöntemi ile Değerlendirilmesi, Endüstri Mühendisliği Dergisi YA/EM Özel Sayısı, 20 (1), 19-28.
Hsu, C. H., Wang, F. K. & Tzeng, G. H. (2012). The best vendor selection for conducting the recycled material based on a hybrid MCDM model for combining DANP with VIKOR, Resources, Conservation and Recycling, 66, 95-111
Ho, W. R. J., Tsai, C. L., Tzeng, G. H. & Fang, S. K. (2011). Combined DEMATEL technique with a novel MCDM model for exploring portfolio selection based on CAPM, Expert Systems with Applications, 38, 16-25
Lee, W. S. (2011). Using MCDM to examine bank merger and acquisition evaluation and decision making model, The Service Industries Journal, 1-22
Liou, J. J. H. & Chuang, Y. T. (2010). Developing hybrid multi-criteria modelfor selection of outsourcing providers, Expert Systems with Applications, 37, 3755-3761
Liu C. H., Tzeng, G. H. & Lee M. H. (2011). Strategies for improving cruise product sales in the travel agency using hybrid MCDM models, The Service Industries Journal, 1-22.
Opricovic, S. & Tzeng, G.H. (2004). Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS, European Journal of Operational Research, 156, 445–455.
Opricovic, S. & Tzeng, G.H. (2007). Extended VIKOR method in comparison with outranking methods, European Journal of Operational Research, 178, 514–529.
Ou Yang, Y. P., Leu, J. D., & Tzeng, G. H. (2008). A novel hybrid MCDM model combined with DEMATEL and ANP with applications, International Journal of Operational Research, 5(3), 1–9.
Ou Yang, Y. P., Shieh, H.M., Leu, J. D. & Tzeng, G. H (2009). A VIKOR-based multiple criteria decision method for improving information security risk, International Journal of Information Technology & Decision Making, 8(2), 267–287.
Ou Yang, Y. P., Shieh, H.M., & Tzeng, G. H (2013). A VIKOR technique based on DEMATEL and ANP for information security risk control assessment, Information Sciences, 232, 482-500
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and ıts ımplications for future research, Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (2005). E-S-QUAL : A multiple-item scale for assessing electronic service quality, Journal of Service Research, 7, 213-233.
Saaty, T. L. (2006). Decision Making with the Analytic Network Process: Economic, Political, Social and Technological Applications with Benefits, Opportunities, Costs and Risks, Springer, USA.
Sarkis, J. (1998). Evaluating environmentally conscious business practices, European Journal of Operational Research, 107, 159-174.
Sahadev, S. & Purani, K. (2008). Modelling the consequences of e-service quality, Marketing Intelligence & Planning, 26 (6), 605-620.
Sun, Q., Wang, C. & Cao, H. (2009). Applying E-S-QUAL Scale to Analysis the Factors Affecting Consumers to Use Internet Banking Services, 2009 IITA International Conference on Services Science, Management and Engineering, 242-245.
Şenel, B., Şenel, M. & Gümüştekin, G. (2012). E-hizmet kalitesine göre sanal alışveriş sitelerinin değerlendirilmesi, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 33, 85-100.
Tsai W. H., Hsu W. & Chou, W. C. (2011). A gap analysis model for improving airport service quality, Total Quality Management & Business Excellence, 22(10), 1025-1040.
Tsao W. C. & Tseng, Y. L. (2011). The impact of electronic-service quality on online shopping behaviour, Total Quality Management & Business Excellence, 22(9), 1007-1024
Tzeng, G. H., Chiang, C. H., & Li, C. W. (2007). Evaluating intertwined effects in E-learning programs: A novel hybrid MCDM model based on factor analysis and DEMATEL, Expert Systems with Applications, 32(4), 1028–1044.
Tzeng, G. H. & Huang, C. Y. (2012). Combined DEMATEL technique with hybrid MCDM methods for creating the aspired intelligent global manufacturing & logistics systems, Annals of Operations Research, 197, 159–190.
Udo, G. J., Bagchi, K. K. & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention, International Journal of Information Management, 30, 481–492.
Wang, Y. L. & Tzeng G. H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods, Expert Systems with Applications, 39, 5600–5615.
Wu, W. (2008). Choosing Knowledge Management Strategies by Using a Combined ANP and DEMATEL Approach, Expert Systems with Applications, 35, 828–835.
Wu, H.,Chen, H. K. & Shieh, J. (2010).Evaluating Performance Criteria of Employment Service Outreach Program Personnel by DEMATEL Method, Expert System with Applications, 37, 5219–5223.
Wu, H. H. & Tsai Y. N. (2011). An integrated approach of AHP and DEMATEL methods in evaluating the criteria of auto spare parts industry, International Journal of Systems Science, 1-11.
Yoo, B. & Donthu, N. (2001). Developing a scale to Measure the Percieved Quality of an Internet Shopping Site (SITEQUAL), Quarterly Journal of Electronic Commerce, 2(1), 31-47.
Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2002). Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge, Journal of the Academy of Marketing Science, 30(4), 362-75.

There are 34 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Yrd. Doç. Dr. A. Cansu Gök Prof. Dr. Selçuk Perçin
Publication Date	August 12, 2016
Submission Date	April 16, 2014
Published in Issue	Year 2016 Volume: 16 Issue: 2

Cite

APA	Gök, Y. D. D. A. C., & Perçin, P. D. S. (2016). Elektronik Alışveriş (E-alışveriş) Sitelerinin E-hizmet Kalitesi Açısından Değerlendirilmesinde DEMATEL-AAS-VIKOR Yaklaşımı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 16(2), 131-144. https://doi.org/10.18037/ausbd.389223