Multi criteria evaluation of logistics firms' web site performance


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BÜYÜKÖZKAN FEYZİOĞLU G. , Guleryuz S.

JOURNAL OF THE FACULTY OF ENGINEERING AND ARCHITECTURE OF GAZI UNIVERSITY, cilt.31, ss.889-902, 2016 (SCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 31 Konu: 4
  • Basım Tarihi: 2016
  • Doi Numarası: 10.17341/gazimmfd.278444
  • Dergi Adı: JOURNAL OF THE FACULTY OF ENGINEERING AND ARCHITECTURE OF GAZI UNIVERSITY
  • Sayfa Sayıları: ss.889-902

Özet

Web sites constitute the interface where e-businesses interact with their customers. Therefore, the quality of company web sites is instrumental for customer satisfaction. This paper proposes a solution to the problem of quality performance evaluation for web sites in the logistics industry. There exists no standard, widely accepted structure for analyzing the quality and performance of corporate web pages. On the other hand, a standardized evaluation method can help quickly compare and identify successfull web sites. For this purpose, an integrated approach based on Multi Criteria Decision Making (MCDM) and fuzzy logic is introduced in this paper, which aims to more effectively assess the quality of logictics firms' web sites. In the first part, web site evaluation criteria and their hierarchy are determined based on a detailed literature review and expert opinions. In the second part, the weights of the evaluation criteria are calculated with the fuzzy logic application of Analytical Hierarchy Process (AHP), an MCDM technique. In the final part, the web sites of the top 15 logictics companies in Turkey are ranked in decreasing quality, using fuzzy TOPSIS method. Furthermore, in order to assess how far the criteria weights have an impact on the ranking of the web sites, a sensitivity analysis is carried out. This study can be useful to researchers to better understand web site evaluation problemtheoretically, as well as to organizations in designing better satisfying web sites.