Evaluation of automobile shopping sites based on E-S-QUAl using fuzzy multi-criteria decision making methods

E-S-QUAL is a service quality scale used to measure internet service quality and evaluates the interaction between consumers and websites with the dimensions of "efficiency", "system availability", "fulfillment" and "privacy". Efficiency refers to the ease and speed of accessing and using a website. System availability refers to the technical functionality of the website. Fulfillment refers to the extent to which the promises of the website regarding order delivery and product availability are fulfilled. Finally, privacy refers to the degree to which a website is secure and the protection of customer information. The E-S-QUAL method draws attention as an important approach that measures service quality and gives hints to practitioners about the level of service quality in their organizations. However, since the intermittent scale is used while evaluating the thoughts of the customers, it is insufficient to make objective measurements. Fuzzy sets make important contributions to overcome this deficiency. The growth experienced in the second-hand online passenger and light commercial vehicle market in our country and in the world, especially after the pandemic, has increased the interest in the service quality of this sector. In this study, the performances of the leading shopping sites selling automobiles in the e-commerce sector in terms of customers were evaluated on the basis of E-S-QUAL criteria, using the fuzzy multi-criteria decision-making methods pythagorean fuzzy Analytical Hierarchy Process (AHP) and pythagorean fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). By integrating E-S-QUAL and fuzzy multi-criteria decision-making techniques, a more comprehensive service quality assessment was provided by weighting the criteria determined in service quality measurement and ranking them according to their importance levels. The criteria determined to evaluate the quality expectations of the customers were weighted by taking the opinions of experts in automobile sales. In addition, Turkey's important automobile shopping sites were compared according to the evaluations of the same experts who had experienced these sites before, and were ranked according to their service quality.