Selection among technology retail company using fuzzy analytic network process methodology

In this study, that is uncovered factors influencing the choice of technology retail store, It is investigated what effect the factor is. As a result of the analysis made according to the weights of the criterion, the order of preference was made among the determined alternatives. Publications such as articles, theses and papers about the factors that are effective in the selection of the stores were searched and 5 main criteria and 22 sub criteria were determined. A survey study was conducted to determine the weight of these criteria in store selection. The demographic structure in the first part of the questionnaire, the binary comparison of the criteria in the second part, and the analysis of the five-point Likert scale according to the subcriteria of the preferred technology store in the third part. Our survey was analyzed by using fuzzy analytical network process method from multi criteria decision making techniques and weight vectors were found.The values ​​of the binary comparison matrix weight vectors obtained by the fuzzy analytical network process method are entered into the Superdecision program and the priority order of the criteria and alternatives is obtained. According to the findings obtained in the research, the most important factors in retail store preference are products, which are followed by accessibility and store structure respectively. The main criteria of customer service and store institutional identity are not important among consumers' preference criteria. There isn't any customer service, store institutional identity.