A modified fuzzy analytic hierarchy process based multicriteria decision making methodology for assessing e-commerce website quality: A case study in Turkey

Achieving an accomplished e-commerce depends on high quality websites which are preferred by prospective customers. Assessing e-commerce website quality can be considered as a multicriteria decision making problem because of its complex structure including qualitative and quantitative factors. In this study, we propose a new methodology based on fuzzy analytic hierarchy process. The proposed methodology enables multiple decision makers on evaluation and uses triangular fuzzy scale that includes both positive and negative fuzzy numbers. The methodology includes simple mathematical calculations, and it yields triangular fuzzy numbers of alternatives' weights. At the last step, obtained alternatives' weights are ranked by integral values method. In the empirical study, three e-commerce websites, which are the most famous in Turkey, are evaluated by the methodology. The findings of this study shows that proposed methodology can tackle the e-commerce website quality assessing, effectively.