Yıl: 2016 Cilt: 31 Sayı: 4 Sayfa Aralığı: 889 - 902 Metin Dili: Türkçe

Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi

Öz:
Web siteleri e-iş yapısının kullanıcı ile etkileşiminin gerçekleştiği ara yüzüdür. Bu nedenle web sitelerinin kalitesi müşteri memnuniyeti için esastır. Bu çalışmada lojistik firma web sitelerinin kalite performanslarının ölçümü problemine bir çözüm önerilmektedir. Web sitelerinin kalitesinin ve performansının analiz edilmesinde kullanılan ve herkes tarafından kabul edilen standart bir yapı yoktur. Oysa standart bir değerlendirme yapısı ile başarılı web sitelerinin belirlenmesi daha sağlıklı ve hızlı olacaktır. Bu doğrultuda bu çalışmada lojistik firma web sitelerinin kalitesini daha etkin bir şekilde değerlendirmek amacıyla bulanık mantık temelli bütünleşik çok kriterli karar verme (ÇKKV) yaklaşımı önerilmiştir. Çalışmanın ilk aşamasında detaylı yazın taraması ve uzman görüşleri ile web sitesi değerlendirme kriterleri ve kriter hiyerarşisi belirlenmiştir. Çalışmanın ikinci aşamasında değerlendirme kriter ağırlıkları ÇKKV yöntemlerinden Analitik Hiyerarşi Proses (AHP) tekniğinin bulanık uygulaması ile hesaplanmıştır. Son aşamada ise, Türk lojistik sektöründe öncü sayılan 15 firmanın web sitelerinin performansları bulanık TOPSIS tekniği uygulanarak iyiden kötüye doğru sıralanmıştır. Ayrıca kriter ağırlıklarındaki olası değişimlerin web sitesi sıralamasına etkilerini araştırmak amacıyla duyarlılık analizi yapılmıştır. Bu çalışma araştırmacıların web sitesi değerlendirme problemini teorik olarak daha iyi anlayabilmeleri, firmaların ise daha memnunluk verici web siteleri tasarlayabilmeleri için yazına katkı sağlamaktadır.
Anahtar Kelime:

Multi criteria evaluation of logistics firms' web site performance

Öz:
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.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • Bilsel R.U., Büyüközkan G., Ruan D., A Fuzzy Preference-Ranking Model for a Quality Evaluation of Hospital Web Sites, International Journal of Intelligent Systems, 21, 1181-1197, 2006.
  • Bose R., Knowledge Management-Enabled Health Care Management Systems: Capabilities, Infrastructure and Decision-Support, Expert Systems with Applications, 24 (1), 59-71, 2003
  • Chang C.C., The E-Hospital Website Measure Architecture Approach: Integrating Internal and External Customers' Needs in Information Delivery Services, Asian Journal of Health and Information Sciences, 2 (1-4), 116-131, 2007.
  • Büyüközkan G., Çifçi G., A Combined Fuzzy AHP and Fuzzy TOPSIS Based Strategic Analysis of Electronic Service Quality in Healthcare Industry, Expert Systems with Applications, 39, 2341- 2354, 2012.
  • Akıncılar A., Dağdeviren M., A Hybrid Multi Criteria Decision Making Model to Evaluate Hotel Websites, International Journal of Hospitality Management, 36, 263-271, 2014.
  • Chou D.C., Chou A.Y., Healthcare Information Portal: A Web Technology for the Healthcare Community,Technology in Society, 24, 317-330, 2002.
  • Gruca T.S., Wakefield D.S., Hospital Web Sites: Promise and Progress, Journal of Business Research, 57, 1021-1025, 2004.
  • Hadwich K., Georgi D., Tuzovic S., Büttner J., Bruhn M., Perceived Quality of E-Health Services: A Conceptual Scale Development of E-Health Service Quality Approach,International Journal of Pharmaceutical and Healthcare Marketing, 4 (2), 112-136, 2010.
  • Büyüközkan G., Çifçi G., Güleryüz S., Strategic Analysis of Healthcare Service Quality Using Fuzzy AHP Methodology, Expert Systems with Applications, 38, 9407-9424, 2011.
  • Provost M., Koompalum D., Doong D., Martin, B.C., The Initial Development of the Web Med Qual Scale: Domain Assessment of the Construct of Quality of Health Web Sites,International Journal of Medical Informatics, 75, 42-57, 2006.
  • Hsu T.H., Hung L.C., Tang J.W., A Hybrid ANP Evaluation Model for Electronic Service Quality, Applied Soft Computing, 12, 72-81, 2012.
  • Büyüközkan G., Ruan D., Evaluating Government Websites Based on a Fuzzy Multiple Criteria Decision- Making Approach,International Journal of Uncertainty, Fuzziness and Knowledge-Based Systems, 15 (3), 321- 343, 2007.
  • Cheng Y.H., Evaluating Web Site Service Quality in Public Transport: Evidence From Taiwan High Speed Rail, Transportation ResearchPart C, 19, 957-974, 2011.
  • Saaty T.L.,The Analytic Hierarchy Process: Planning Priority Setting, New York:McGraw Hill, 1980.
  • Hwang C., Yoon K., Multiple Attribute Decision Making: Methods and Application, New York: Springer, 1981.
  • Zadeh L.A., Fuzzy Set Information and Control, 8 (3), 338-353, 1965.
  • Kaya T., Multi Attribute Evaluation of Website Quality in E-business Using an Integrated Fuzzy AHP-TOPSIS Methodlogy, International Journal of Computational Intelligence Systems, 3 (3), 2010.
  • Parasuraman A., Zeithaml V.A., Malhotra A., E-S- QUAL: a multiple-item scale for assessing electronic service quality, Journal of Service Research, 7 (3), 213-233, 2005.
  • Zeithaml V.A., Parasuraman A., Malhotra A., Service quality delivery through websites: a critical review of extant knowledge, Journal of the Academy of Marketing Science, 30 (4), 362-375, 2002.
  • Aladwani A.M., Palvia P.C., Developing and Validating an Instrument for Measuring User- Perceived Web Quality, Information and Management, 39, 467-476, 2002.
  • Kim M., Kim J.H., Lennon S.J., Online service attributes available on apparel retail web sites: an E-S- QUAL approach, Managing Service Quality, 16 (1), 51-77, 2006.
  • Ho C.I., Lee Y.L., The development of an e-travel service quality scale,Tourism Management, 28 (6), 1434-1449, 2007.
  • Barnes S. J., Vidgen R., An integrative approach to the assessment of e-commerce quality, Journal of Electronic Commerce Research, 3 (3), 114-127, 2002.
  • Chou W.C., Cheng Y.P., A Hybrid Fuzzy MCDM Approach for Evaluating Website Quality of Professional Accounting Firms, Expert Systems with Applications, 39, 2783-2793, 2012
  • Tsai W.H., Chou W.C., Lai C.W., An Effective Evaluation Model and Improvement Analysis for National Park Websites: A Case Study of Taiwan, Tourism Management, 31, 936-952, 2010.
  • Bienstock C.C., Royne M.B., Sherrell D., Stafford T.F., An expanded model of logistics service quality: Incorporating logistics information technology, International Journal of Production Economics, 113, 205-222, 2008.
  • Li Y.N., Tan K.C., Xie M., Measuring Web-Based Service Quality,Total Quality Management, 13 (5), 685-700, 2002.
  • Ladhari R., Developing E-Service Quality Scales: A Literature Review, Journalof Retailing and Consumer Services, 17 (6), 464-477, 2010.
  • Wolfinbarger M., Gilly M.C., Predicting Dimensionalizing.Measuring,and Quality,Journal of Retailing, 79 (3), 183-198, 2003.
  • Grigoroudis E., Litos C., Moustakis V.A., Politis, Y. ve Tsironis. L., The Assessment of User-Perceived Web Quality: Application of a Satisfaction Benchmarking Approach,European Journal of Operational Research, 187, 1346-1357, 2008.
  • Iwaarden J., Wiele T., Ball L., Millen R., Perceptions About The Quality of Web Sites: A Survey Amongst Students at Northeastern University and Erasmus University,Information and Management, 41, 947-959, 2004.
  • Yang Z., Peterson R.T., Huang L., Taking the Pulse of Internet Pharmacies, Marketing Health Service, 21 (2), 4-10, 2001.
  • Ahn T., Ryu S., Han I., The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing, Information and Management, 44, 263-275, 2007.
  • Cristobal E., Flavian C., Guinaliu M., Perceived E- Service Quality (PeSQ): Measurement Validation and Effects on Consumer Satisfaction and Web Site Loyalty, Managing Service Quality, 17 (3), 317-340, 2007.
  • Collier J.E., Bienstock C.C., Measuring Service Quality in E-Retailing, Journal of Service Research, 8, 260-275, 2006.
  • Liu D., Bishu R.R., Najjar L., Using The Analytical Hierarchy Process as a Tool for Assessing Service Quality, Industrial Engineering and Management Systems, 4 (2), 129-135, 2005.
  • Dağdeviren M., Yavuz S., Kılınç N., Weapon Selection Using the AHP and TOPSIS Methods Under Fuzzy Environment, Expert Systems with Applications, 36 (8), 143-8151, 2009.
  • Önüt S., Efendigil T., Kara S.S., A Combined Fuzzy MCDM Approach for Selecting Shopping Center Site: An Example From Istanbul, Turkey, Expert Systems with Applications, 37, 1973-1980, 2010.
  • Baloglu S., Pekcan Y.A., The website design and internet site marketing practices of upscale and luxury hotels in Turkey, Tourism Management, 27 (1), 171- 176, 2006.
  • Doolin B., Burgess L., Cooper J., Evaluating the use of the web for tourism marketing: a case study from New Zealand, Tourism Management, 29 (3),458-468, 2002.
  • Law R., A fuzzy multiple criteria decision-making model for evaluating travel websites, Asia Pacific Journal of Tourism Research, 12 (2), 147-159, 2007.
  • Lee Y., Kozar K.A., Investigating the effect of website quality on e-business success: an analytic hierarchy process (AHP) approach, Decision Support Systems, 42 (3), 1383-1401, 2006.
  • Wan C.S., The web sites of international tourist hotels and tour wholesalers in Taiwan, Tourism Management, 23 (2), 155-160, 2002.
  • Büyüközkan G., Ruan D., Feyzioğlu O., Evaluating e- learning web site quality in fuzzy environment, International Journal of Intelligent Systems, 22 (5), 567-586, 2007.
  • Kasli M., Avcikurt C., An investigation to evaluate the websites of tourism departments of universities in Turkey, Journal of Hospitality, Leisure, Sport and Tourism Education, 7 (2), 77-92, 2008.
  • Shee D.Y., Wang Y.S., Multi-criteria evaluation of the web-based e-learning system: a methodology based on learner satisfaction and its applications, Computers & Education, 50 (3), 894-905,2008.
  • Tsaur S.H., Chang T.Y., Yen, C.H., The Evaluation of Airline Service Quality by Fuzzy MCDM, Tourism Management, 23, 107-115, 2003.
  • Dağdeviren M., Eren T., Analytical hierarchy process and use of 0-1 goal programming methods in selecting supplier firm, Journal of the Faculty of Engineering and Architecture of Gazi University, 16 (2), 41-52, 2001.
  • Çifçi, G., Büyüközkan, G., Fuzzy MCDM Approach to Evaluate Green Suppliers, International Journal of Computational Intelligence Systems, 4 (5), 894-909, 2011.
  • Yurdakul M., İç Y.T., An illustrative study aimed to measure and rank performance of Turkish automotive companies using Topsis, Journal of the Faculty of Engineering and Architecture of Gazi University, 18 (1), 1-18, 2003.
  • Awasthi A., Chauhan S.S., Goyal S.K., A fuzzy multicriteria approach for evaluating environmental performance of suppliers, International Journal of Production Economics, 126, 370-378, 2010.
  • Yüksel M., An integrated approach for evaluating performance by multi-criteria, Journal of the Faculty of Engineering and Architecture of Gazi University, 30 (3), 429-441, 2015.
  • Şenol M.B., Dağdeviren M., Kurt M., Multi criteria approach for aircraft cocpit interface evaluation, Journal of the Faculty of Engineering and Architecture of Gazi University, 28 (4), 685-693, 2013.
  • Kabak M., Uyar Ö.O., A Multi criteria approach for heavy commercial vehicle selection problem in logistics sector Journal of the Faculty of Engineering and Architecture of Gazi University, 28 (1), 115-125, 2013.
  • Üstün A.K., Anagün A.S., Determination of importance weights of İstanbul's districts using analytic hierarchy process, Journal of the Faculty of Engineering and Architecture of Gazi University, 31 (1), 119-128, 2016.
  • Can Ş., Arıkan F., Multi criteria subcontractor selection problem and its solution for a defence industry, Journal of the Faculty of Engineering and Architecture of Gazi University, 29 (4), 645-654, 2014.
  • Kul Y., Şeker A., Yurdakul M., Usage of Fuzzy Multi Criteria Decision Making Methods in Selection of Nontraditional Manufacturing Methods, Journal of the Faculty of Engineering and Architecture of Gazi University, 29 (3), 589-603, 2014.
  • Büyüközkan G., Görener, A., Evaluation of product development partners using an integrated AHP-VIKOR model, Kybernetes, 44 (2), 220-237, 2015.
  • Dağdeviren M., Akay D., M. Kurt, Analyticalhierarchy process for job evaluation and application, Journal of the Faculty of Engineering and Architecture of Gazi University, 19 (2), 131-138, 2004.
  • Büyüközkan G., Determining the mobile commerce user requirements using an analytic approach, Computer Standards & Interfaces, 31 (1), 144-152, 2009.
  • Chamodrakas I., Batis D., Martakos D., Supplier Selection in Electronic Marketplaces Using Satisficing and Fuzzy AHP, Expert Systems with Applications, 37, 490-498, 2010.
  • Büyüközkan G., Güleryüz S., A new GDM based AHP framework with linguistic interval fuzzy preference relations for renewable energy planning, Journal of Intelligent & Fuzzy Systems, 27 (6), 3181-3195, 2014.
  • Aksakal E., Dağdeviren M., Talent management based personnel assignment model and solution proposal, Journal of the Faculty of Engineering and Architecture of Gazi University, 30 (2), 249-262, 2015.
  • Dağdeviren M., Personnel selection with fuzzy analytical hierarchy process and an application, Journal of the Faculty of Engineering and Architecture of Gazi University, 22 (4), 791-799, 2007.
  • Chen S.J., Hwang C.L., In Fuzzy Multiple Attribute Decision-Making Methods and Application, Lecture Notes in Economics and Mathematical Systems,New York: Springer, 1992.
  • Kılıç O., Çerçioğlu H., Application of compromise multiple criteria decision making methods for evaluation of TCDD's railway lines, Journal of the Faculty of Engineering and Architecture of Gazi University, 31 (1), 211-220, 2016.
  • Kılıç Delice E., A fuzzy multicriteria model for airline companies selection, Journal of the Faculty of Engineering and Architecture of Gazi University, 31 (2), 263-276, 2016.
  • İç Y.T.,Yıldırım S., Improvement of a product design using multi criteria decision making methods with Taguchi method, Journal of the Faculty of Engineering and Architecture of Gazi University, 27 (2), 447-458, 2012.
  • İç Y.T., Tekin M., Pamukoğlu F.Z., Yıldırım S.E., Development of a financial performance benchmarking model for corporate firms, Journal of The Faculty of Engineering and Architecture of Gazi University, 30 (1), 71-85,2015.
  • Chen C.T., Extensions of the TOPSIS for Group Decision-Making Under Fuzzy Environment,Fuzzy Sets and Systems, 114, 1-9, 2000.
  • Lima-Junior F.R., Carpinetti L.C.R., Combining SCOR model and fuzzy TOPSIS for supplier evaluation and management, International Journal of Production Economics, 174, 128-141, 2016.
  • Chen C.T., Lin C.T., Huang S.F., A fuzzy approach for supplier evaluation and selection in supply chain management, International Journal of Production Economics, 102, 289-301, 2006.
APA BÜYÜKÖZKAN FEYZİOĞLU G, GÜLERYÜZ ERGÜL S (2016). Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. , 889 - 902.
Chicago BÜYÜKÖZKAN FEYZİOĞLU GÜLÇİN,GÜLERYÜZ ERGÜL SEZİN Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. (2016): 889 - 902.
MLA BÜYÜKÖZKAN FEYZİOĞLU GÜLÇİN,GÜLERYÜZ ERGÜL SEZİN Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. , 2016, ss.889 - 902.
AMA BÜYÜKÖZKAN FEYZİOĞLU G,GÜLERYÜZ ERGÜL S Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. . 2016; 889 - 902.
Vancouver BÜYÜKÖZKAN FEYZİOĞLU G,GÜLERYÜZ ERGÜL S Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. . 2016; 889 - 902.
IEEE BÜYÜKÖZKAN FEYZİOĞLU G,GÜLERYÜZ ERGÜL S "Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi." , ss.889 - 902, 2016.
ISNAD BÜYÜKÖZKAN FEYZİOĞLU, GÜLÇİN - GÜLERYÜZ ERGÜL, SEZİN. "Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi". (2016), 889-902.
APA BÜYÜKÖZKAN FEYZİOĞLU G, GÜLERYÜZ ERGÜL S (2016). Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 31(4), 889 - 902.
Chicago BÜYÜKÖZKAN FEYZİOĞLU GÜLÇİN,GÜLERYÜZ ERGÜL SEZİN Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 31, no.4 (2016): 889 - 902.
MLA BÜYÜKÖZKAN FEYZİOĞLU GÜLÇİN,GÜLERYÜZ ERGÜL SEZİN Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, vol.31, no.4, 2016, ss.889 - 902.
AMA BÜYÜKÖZKAN FEYZİOĞLU G,GÜLERYÜZ ERGÜL S Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi. 2016; 31(4): 889 - 902.
Vancouver BÜYÜKÖZKAN FEYZİOĞLU G,GÜLERYÜZ ERGÜL S Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi. 2016; 31(4): 889 - 902.
IEEE BÜYÜKÖZKAN FEYZİOĞLU G,GÜLERYÜZ ERGÜL S "Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi." Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 31, ss.889 - 902, 2016.
ISNAD BÜYÜKÖZKAN FEYZİOĞLU, GÜLÇİN - GÜLERYÜZ ERGÜL, SEZİN. "Lojistik firma web sitelerinin performanslarının çok kriterli değerlendirilmesi". Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 31/4 (2016), 889-902.