Online alışveriş sitesi tercihinde etkili olan kriterlerin belirlenmesine ve önceliklendirilmesine yönelik bir karar modeli
A decision-making method to determine and prioritize the criteria that affect the preferability of an online shopping site
Yazar: ESRA CAVLAK
Danışman: PROF. DR. Y. İLKER TOPÇU
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Endüstri Mühendisliği Bilim Dalı
Derece: Yüksek Lisans, 2012
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering
Dizin: Analitik hiyerarşi süreci = Analytical hierarchy process ; Çok kriterli karar verme = Multi criteria decision making

Özet:
İnternet, hayatımıza girmesiyle birlikte günlük yaşamımızda köklü değişiklikler meydana getirmiştir. Online alışveriş, bu değişikliklerin başında gelmektedir. Sayıları hızlı bir şekilde artan online alışveriş siteleri alışveriş alışkanlıklarımıza farklı bir boyut kazandırmıştır. Yıllarca süre gelen geleneksel alışverişte, insanlar, ihtiyaçlarını karşılamak için mağazalara gider, en iyi seçeneği bulabilmek için saatlerce dolaşır, satın aldıkları ürünü eve kendisi getirirdi. İstediği ürüne ulaşabilmek için büyük bir çaba ve zaman harcamak zorunda kalırdı. Online alışveriş ise insanların mağazaya gitme zorunluluğu ortadan kaldırarak, sadece bir tık'la, milyonlarca çeşit ürüne, ekonomik fiyatlara, zaman ve çaba harcamadan kolayca ulaşmalarını sağlamaktadır. Alışverişin bu yeni şekli, insanlara sunduğu kolaylıkların ve olanakların sayesinde dikkat çekici bir şekilde büyüse de; milyonlarca oyuncunun yer aldığı bu ortamda, rakiplerin arasından sıyrılarak başarıyı yakalamak sanıldığı kadar kolay değildir. Bu, ancak, diğer firmalar arasından tercih edilebilir olmayı başarmakla sağlanır. Tercih edilebilir olmak ise; yüksek kalite standartlarında hizmet sunarak müşteri memnuniyetinin ve sadakatinin kazanılmasına bağlıdır.Bu çalışma, online alışveriş sitelerinin tercih edilebilir olmasını sağlayan kriterlerin ve bu kriterlerin önem derecelerinin tespit edilmesini içerir ve bu konuda firmalara yol gösterici olmayı hedeflemektedir. Bu kriterler, internet firmalarının insanlara sunduğu e-hizmet kalitesi faktörleri ve online değerlendirme sitelerinin insanların memnuniyetlerini ölçmek için hazırladıkları anketlerde kullandıkları kriterler dikkate alınarak belirlenmiştir. Başlıca kriter grupları olarak belirlenen Müşteri hizmetleri performansı, Web sitesi performansı, Ürün ile ilgili kriterler, Ödeme kolaylığı, Güvenirlilik/Gizlilik, İade kolaylığı, Dağıtım hizmet performansı, Sipariş karşılama performansı, 26 kriter ve 26 alt kriter ile detaylandırılmıştır. Genellikle bu kriterlerin öncelikleri istatistiksel çalışmalarla belirlenmeye çalışılırken, bu çalışmada bir karar verme metodu olan Analitik Hiyerarşi Sürecinden yararlanılmıştır. Böylece, ileride seçenek tercihiyle ilgili yapılacak çalışmalarda bu önem ağırlıklarından yararlanılabileceği düşünülmektedir. Kriterlerin ikili karşılaştırılmasıyla oluşturulan anket, en az bir kere online alışveriş yapmış 31 kişiye uygulanarak elde edilen sonuçlar karar verme problemlerinin çözülmesinde kullanılan Super Decisions programı yardımıyla analiz edilmiştir.Elde edilen sonuçlar, daha önce yapılan çalışmalardaki sonuçlara paralellik göstermesi açısından pek şaşırtıcı olmamıştır. Online alışverişin yapısı gereği, insanların alışveriş sırasında kişisel bilgilerini paylaşma zorunluluğu ve site alışveriş güvenliğine duyulan şüphe, Güvenirlilik/Gizlilik kriter grubunun diğer kriter gruplarından daha önemli olduğu sonucunu doğurmuştur. İnsanların duyduğu güveni arttırmak için yapılabileceklerle ilgili öneriler ve diğer tüm kriterlerin önem ağırlıkları, bundan sonra yapılacak çalışmalarda kullanılmak üzere sıralanarak akademik çalışmalara ve firmalara yardımcı olması amaçlanmıştır.

Abstract:
Internet has generated radical changes in our daily lives after extensively used. Online shopping is one of the major changes of all. Increase in the numbers of online shopping sites has also altered our shopping habits. In conventional shopping which has lasted for years, people have to go to stores to provide their needs, walk around for several hours to get the best option and transport the goods which they buy to their houses by their own. They have to spend a lot of time and make big efforts in order to reach the best alternative. On the other hand, online shopping let people not need to go to physical stores and find million types of products in affordable prices just one click away. Besides, they do not need to consume their time and energy. Although this new form of shopping has grown up significantly due to the convenience and opportunities it offers, for a company it is not easy to achieve success in such an environment with millions of players. This can only be accomplished by being preferable among all rivals. Being preferable depends on satisfying customers with high level service quality and retain their loyalty.At peresent, customers are not expected to be more loyal then they were before, especially in a shopping environment in which they have plenty of options to select. Since it is much more difficult to acquire new customers in online shopping than conventional shopping, customer loyalty became the key factor that leads to the success of an online shopping company. Loyal customer is the one who is totally satisfied by the service company offered and the satisfaction level is the indicator of company service performance. E-service quality is the most important factor to attain customer satisfaction and it is defined as ?the measurement of how efficiently and effectively a web site supports customers in the process of shopping, purchasing, delivery and after sales services. There are some e-service quality factors. Although these factors may vary, web site performance, reliability/privacy, customer support performane, information quality, fulfillment performance can be taken into account as main factors.In this study, it is aimed to identify the criteria which make an online shopping site more preferable and determine the importance weight of each criterion. These criteria are identified by considering the e-service quality factors and criteria in surveys which are prepared by online rating sites to evaluate customer satisfaction. Some of the criteria in these surveys can be listed as easiness in accessibility, payment process, privacy, customer support, easiness in return, security, order tracking, delivery options, product information, web site design, transportation costs, product price, insurance of transportation, delivery on time, stock availability. With reference to the criteria listed above and e-service quality factors, customer support performance, web site performance, product related criteria, easiness in payment, realiability/privacy, easiness in return, distribution service performance, fulfillment performance are identified as main criteria groups and detailed in 26 criteria (working hours, connection channels, attitude and competence of the staff, response time, service conditions, web site design, user friendliness of the web site, quality of provided information, product range, product price, availability of payment at the door, payment by installments, discount for cash payments, shopping security, reliability of the company, privacy, return conditions, return time, return type, return channels, changeover time, transportation conditions, order tracking system performance, stock availability, delivery on time, order conditions) and 26 subcritecia (technical information of the product, visual information of the product, users?comments, information of the products comparison, correct/accurate information, product depth, product breadth, product sales price, promotions, transportation options, transportation costs, transportation insurance, easiness in accessibility to order tracking system, up-to-dateness of the order tracking system, feedback channels, availability of the product, replenisment time of the product, providing different alternatives instead of non-exsistent product, defining the delivery date, delivery time, on time delivery, varied delivery options, accuracy in delivered order, non damaged delivery of the order, full and correct delivery of the order).Unlike the statistical methods generally used for evaluating the importance of criteria, a decision making method Analytical Hierarchy Process is used in this study. The AHP is a methodology and was developed by Saaty in 1977. The AHP has been widely used to solve problems having multiple criteria. With AHP complex decision problems can be broken down into a set of manageable pairwise comparisons, aiding decision makers to arrive at the best alternative. Usually, AHP is being employed with the four steps: constructing the decision hierarchy, determining the relative importance of attributes and subattributes, evaluating the performance of each alternative and checking the consistency of subjective evaluations. The AHP actually forces the users to systematically and carefully evaluate the importance of each criterion in relation to the others in hierarchical manner. These are all advantages of the method. On the negative side, however, while the AHP allows for checking the consistency of an individual?s judgments, adequate consistency is not always achieved. This is a disadvantage. Another disadvantage is the inability of AHP to handle correlation among criteria.The purpose of using AHP is to determine relative ranking of criteria that affect the preferability of an online shopping site. Thus, it enables to use importance weights calculated at the end of the analysis in the further studies as an input for choosing the best alternative.Surveys composed of pairwise comparison of criteria were implemented to 31 people who shopped online at least once in their lives. While 12 of these 31 people are men, the rest is women. All participants are working at a company and their ages range between 20 to 40. Most frequently online shopped goods are book/DVD/music cds, clothes and electronic/computer tools respectively.The data acquired from the surveys were analyzed by the help of Super Decisions which is a software program designed specifically by the purpose of solving AHP and ANP decision making problems.Due to a total number of 56 pairwaise comparisons, one can easily make mistakes and inconsistencies can slip into the evaluation. Whether such inconsistent evaluations have been made can be assessed via the consistency ratio which was calculated for each of the comparison matrices. In this study, all final consistency ratios are ensuring acceptable consistency across.The results are not surprising because they are parallel to the results of previous studies. A survey done by an online investigation company states that, most common response to the question of ?which is the most important factor while choosing the online shopping web sites? is ?familiar company? which totally supports the results of this study. In another survey which was done by TÜİK in 2010, people were asked the reasons which prevent them from shopping online and the results were again parallel to the results of this study. According to the results of their survey, reliability and privacy anxiety are one of the most important barriers that cause people avoid shopping online. Due to the structure of online shopping, customers are obligated to share personal informations. In addition to this, doubts in security of online shopping cause realiability/privacy (0.31372) criteria group to be the most important criterion of all. These results in general indicate that in order to be a preferable online shopping web site, it is significant to gain people?s trust. Managing all operation processes succesfully and maintaining the performance level, increasing brand awareness, establishing stores and showrooms to enable physical connection with customers, partnering with high quality and well-known brands to improve company image and effective advertising can be listed as the ways of achieving customers? trust.Other criteria are listed in the order of easiness in payment (0.15126), easiness in return (0.13183), customer support performance (0.11708), product related criteria (0.09152), fulfillment performance (0.07580), distribution service performance (0.06159) and web site performance (0.05721) according to their importance weights.Eventhough the criteria in this study are determined conscientiously, new criteria could be added with respect to the changes and shifts in the customer expectations by time. In addition to this, the hierarchical structure of the criteria could be changed. The survey was implemented to a group of people who are working and living in the same city. If implementation area is extended or the group of people is changed, the new results could be compared with the current results in the aim of demonstrating the difference in the expectations of people who belong different groups or live in different places as a subject of an other survey.To bring the study one step further, importance weights that are obtained as a result of this study can be used to select the best alternative among online shopping sites for a particular type of product.