TEKNOLOJİ MAĞAZALARININ ISO 25010 KALİTE MODELİNE DAYALI WEBSİTESİ KALİTE DEĞERLENDİRMESİNİN ÇOK KRİTERLİ ANALİZİ: TÜRKİYE ÖRNEĞİ

Son yıllarda kullanım oranı artan ve hayatın ayrılmaz bir parçası haline gelen internet siteleri, işletmelerin bilgi, ürün ve hizmetlerini sunduğu bir mecradır. Bu mecrada sürdürülebilirliğini sağlamak ve rakiplerinden bir adım öne geçmek isteyen işletmelerin, internet sitesi kalitelerine önem vermeleri gerekmektedir. Bu bakış açısıyla, internet sitelerinin kalitesinin değerlendirilmesi hem akademik çevrelerde hem de özel sektörde üzerinde önemle durulan bir konu haline gelmiştir. Bununla birlikte, literatürde internet sitesi kalitesi değerlendirilmesi üzerine birçok çalışma olmasına rağmen teknoloji mağazalarının internet sitelerinin kalitesinin değerlendirilmesine yönelik herhangi bir çalışmaya rastlanılmamıştır. Dolayısıyla bu çalışma ile literatüdeki belirtilen eksikliğin giderilmesi amaçlanmıştır. Bu kapsamda, farklı kalite modelleri arasından, hem genel bir model olması hem de güvenilir bir kuruluş tarafından oluşturulmuş olması nedeniyle ISO 25010 kalite modeli çerçevesinde, uygulama alanına özgü çok kriterli yeni bir kalite modeli geliştirilmiştir. Geliştirilen kalite modeli Türkiye’de faaliyet gösteren altı alternatif teknoloji mağazasının internet sitesi kalitelerinin değerlendirilmesi amacıyla kullanılmıştır. Bu doğrultuda, hem kriterlerin önem derecelerinin belirlenmesinde hem de alternatiflerin değerlendirilmesinde modelin yapısı gereği çok kriterli karar verme (ÇKKV) yöntemlerinden biri olan Analitik Hiyerarşi Prosesi (AHP) yönteminin bulanık versiyonu kullanılmıştır. Ayrıca kriter ağırlıklarındaki olası değişimlerin internet sitelerinin sıralamasına etkilerini araştırmak amacıyla duyarlılık analizi yapılmıştır. Bu çalışma teorik açıdan araştırmacılara internet sitesi kalite değerlendirme probleminde yeni bir kalite değerlendirme modeli sunması, pratik açıdan teknoloji mağazalarına kullanıcılarına daha kaliteli hizmet sunabilmeleri için internet sitelerini tasarlamalarında yol gösterici olması bakımından yazına katkı sağlamaktadır.

Anahtar Kelimeler:

Websitesi kalitesi, ISO 25010 kalite modeli, teknoloji mağazaları, ÇKKV, bulanık AHP

MULTI-CRITERIA ANALYSIS OF WEBSITE QUALITY ASSESSMENT BASED ON ISO 25010 QUALITY MODEL OF TECHNOLOGY STORES: THE CASE OF TURKEY

Websites that have increased in usage rate and become an integral part of life in recent years are kind of channel where businesses offer information, products, and services. Businesses that want to ensure sustainability and move one step ahead of their competitors in this channel should pay attention to their website quality. From this point of view, the evaluation of the website quality has become an important issue both in the academic environment and in the private sector. However, although there have been many studies in the literature regarding the website quality evaluation, no study which evaluates website quality of technology stores has been found. Therefore this study aims to fill this gap in the literature. Within this context, a new quality model with multiple criteria specific to the application area has been developed based on the ISO 25010 quality model because it is both a general quality model and developed by a reliable organization. The new model has been used to evaluate website quality of six alternative technology stores operating in Turkey. Accordingly, the fuzzy version of the Analytic Hierarchy Process (AHP), which is one of the multi-criteria decision making (MCDM) methods, has been used for both determining the importance of the criteria and evaluating and ranking the alternatives. In addition, a sensitivity analysis has been conducted to investigate the impact of potential changes in criteria weights of websites on rankings. This study contributes to the literature theoretically by providing a new quality evaluation model in the website quality assessment problem in terms of the researcher, and in practical terms, it is a guide to designing websites so that they can provide better quality service to customers of technology stores.

Keywords:

Website quality, ISO 25010 quality model, technology stores, MCDM, fuzzy AHP,

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