Evaluation of service quality of e-service sites: Example of Trabzon province

Increase of competitiveness in all sectors is observed in our globalized world as a result of technological and economical opportunities. The use of and benefit from electronic opportunities and product marketing have reached to top levels in our developing world with increasing competitiveness. Online shopping has also expedited shopping opportunities as well as increase the significance of quality dimensions of websites for the continuity of companies which provides service in this sector. This thesis targets to measure the quality of four shopping websites which provide service in Turkey. Within this context, at first significance level of quality dimensions are determined with the method of Analytic Hierarchy Process which is applied to expert group. Following the determination of significance level, as a result of survey applied to people who shop on website, quality of shopping websites are evaluated with the methods of AHP, ELECTRE I which are multi-criteria decision making. According to the results the ranking of websites are provided. The aim of this study is to evaluate the service quality of electronic shopping sites primarily. Evaluated internet sites are Markafoni, Trendyol, Morhipo and Limango. According to the survey results, Trendyol is the most successful website. The main criteria that create website quality dimensions are information quality, systems quality, service quality and vendor-specific quality. The sub-criteria are Relevance, Currency, Richness, Understandability, Navigability, Response Time, Personalization, Telepresence, Security, Usability, Responsiveness, Reliability, Assurance, Empathy, Awareness, Reputation, Price Savings. While the most important main criterion is determined as Service Quality as a result of the survey studies, the most important sub-criterion is Security.