Title: Multi-criteria-based prioritisation of B2C e-commerce website

Authors: Anu G. Aggarwal; Aakash

Addresses: Department of Operational Research, University of Delhi, Delhi-110007, India ' Department of Operational Research, University of Delhi, Delhi-110007, India

Abstract: The advent of the internet has led to the establishment of e-commerce and its greater part of the revenue comes from business-to-consumer (B2C). The efficiency of B2C e-commerce systems depends on critical success factors and the customers' priority for available B2C e-commerce websites. Thus, prioritising the alternatives of B2C e-commerce websites is important, which is a problem based on multiple-criteria decision making (MCDM). This paper developed an extended B2C e-commerce success model by including criteria such as refund policy, online reviews, valance, helpfulness and personalisation so as to represent new e-commerce world challenges. Numerical illustration is presented for prioritising the alternatives of B2C e-commerce websites on basis of extended B2C e-commerce success model using integrated analytical hierarchal process with technique of order preference by similarity to ideal solution (AHP-TOPSIS) technique. The analytical hierarchal process (AHP) is used to calculate the weights of the e-commerce success factors criteria and TOPSIS is used to obtain the final preferences.

Keywords: e-commerce; critical success factors; personalisation; customer feedback; refund policy; online marketing; multiple-criteria decision making; MCDM; analytical hierarchal process; AHP; TOPSIS.

DOI: 10.1504/IJSSS.2018.093940

International Journal of Society Systems Science, 2018 Vol.10 No.3, pp.201 - 222

Received: 16 Jan 2018
Accepted: 27 Feb 2018
Published online: 09 Aug 2018 *

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