Using Fuzzy Delphi and Generalized Fuzzy TOPSIS to Evaluate Technological Service Flexibility Dimensions of Internet Malls

Abstract

The expanding development of technology and availability of the internet is leading a consumer shift from offline to online activity. This shifting behavior shows positive signs for the growth of the e-commerce market but also increases the challenges for the online service provider to provide satisfaction and loyalty to consumers when there is no personal interaction between buyer and seller. In these circumstances, quality, in terms of technology services i.e. web/transaction, can play a significant role for the service provider, especially for internet shopping malls. But there is little material available in current literature to build a theoretical model for web/transaction flexibility dimensions and to rank internet shopping malls on their provision of services to customers. The vagueness of the available information can be tackled by fuzzy theory by employing a Fuzzy Delphi method to finalize technological service dimensions and lead to development of a research model. The final ranking of internet malls has been achieved by utilizing Generalized Fuzzy TOPSIS. The findings of this study can be useful for internet shopping malls in devising strategies to provide a better quality of web/transaction service to customers.