LOJİSTİK FİRMA WEB SİTELERİNİN PERFORMANSLARININ ÇOK KRİTERLİ DEĞERLENDİRİLMESİ

Yıl 2016, Cilt: 31 Sayı: 4, 0 - 0, 14.12.2016

Gülçin Büyüközkan , Sezin Güleryüz

https://doi.org/10.17341/gazimmfd.278444

Cited By: 11

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 Kelimeler

Web sitesi kalite performansı, Çok kriterli karar verme; Analitik Hiyerarşi Süreci (AHP); TOPSIS; Bulanık mantık.

Kaynakça

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