Integrated QFD, Fuzzy Linear Regression and ZOGP: An Application of E-Store Design

Integrated QFD, Fuzzy Linear Regression and ZOGP: An Application of E-Store Design

Pelin Celik (Department of Management Information Systems, Bayburt University, Bayburt, Turkey) and Talha Ustasuleyman (Department of Business Administration, Karadeniz Technical University, Trabzon, Turkey)
Copyright: © 2019 |Pages: 13
DOI: 10.4018/IJBAN.2019100105

Abstract

In the current, highly competitive marketplace, customer demand is a major factor in the product design process. Most firms make an effort to indicate that their products differ from the competitors' products. The purpose of this paper is to understand customers' expectations of and technical requirements for e-stores and to evaluate most popular e-stores in Turkey (i.e., ES1, ES2, ES3). In this study, the authors aim to understand the customer expectations and technical requirements by using quality function deployment (QFD). To prepare the house of quality (HoQ), the authors surveyed 20 experts who are customers who have elite membership (their expenses for these e-stores are more than regular customers and have elite cards) of the three e-stores and academicians. After creating the HoQ, the authors employ fuzzy linear regression to evaluate the relationships between customer expectations and technical requirements and among technical requirements themselves. Finally, the authors use zero-one goal programming (ZOGP) to select the most desirable e-store.
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Literature Review

A website’s interactivity converts visitors to customers and is positively related to its attractiveness (McKechnie & Nath, 2016). The design of the website is crucial to attract customers. Despite the importance of e-design, few studies have been conducted on the subject. Liu and Arnett (2000) explored the factors associated with website success in the context of e-commerce. Chakraborty et al. (2002), identified the factors that influence customer’s perceptions of the effectiveness of business-to-business websites. Liang and Lai (2002) evaluated the effects of e-store design among three online bookstores. Akhter et al. (2005), revealed the relationships between critical factors such as security, familiarity, design and competitiveness and analyzed these factors on human decision process when they are used collectively. Baloğlu and Pekcan (2006), utilized content analysis to analyze the websites of hotels in Turkey in terms of site design characteristics. Barutçu (2006) used QFD methodology to understand e-customers’ expectations of e-store design. Dündar et al. (2007) ranked e-store websites on the basis of customer satisfaction by using fuzzy TOPSIS. Flavian et al. (2009) analysed the main aspects that can influence online users’ perceptions and behaviours in order to achieve a successful e-commerce website. Cebi (2013), used Quality evaluation model, DEMATEL and Choquet integral techniques to evaluate the perceived design quality of websites while considering the interactions among design characteristics. Hasan (2016), investigated components of online shopping attitude and the effects of website design characteristics.

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