A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process

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Niğde Ömer Halisdemir Üniversitesi Mühendislik Bilimleri Dergisi, vol.11, no.2, pp.294-302, 2022 (Peer-Reviewed Journal) identifier


E-Commerce is a shopping method that allows trading or placing an order for any product or service on a website with various payment methods. This method is gaining importance day by day and increasing its market share. Although the reasons for choosing e-commerce for consumers are different from each other, in general, criteria such as time, payment options and individualization affect preferences. In this study; e-commerce sites were compared, and 14 e-commerce sites were determined as alternatives based on expert opinions. These identified e-commerce sites were evaluated in terms of criteria such as brand image & reliability, campaign, cargo speed, packaging, payment options, personnel, call center services and functionality of the application. In the first part of the study, two clusters of e-commerce sites were created using cluster analysis. These clusters are grouped as general service e-commerce sites and specific service e-commerce sites. Thus, two homogeneous groups were formed from the large heterogeneous group. In the second part of the study, the criteria were compared and sorted using the spherical fuzzy Analytic Hierarchy Process (AHP) method.