نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت اجرایی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.

2 گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.

3 گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه بوعلی سینا، همدان، ایران.

10.22105/dmor.2021.287084.1403

چکیده

هدف: امروزه، با توسعه تجارت الکترونیک، جامعه در حال تجربه یک انقلاب کسب و کار است. تجارت الکترونیک به تدریج مورد پذیرش بیشتر قرار گرفته و نحوه زندگی افراد را تغییر داده است. هدف اصلی از این پژوهش، ارزیابی متوازن برندهای فروشگاهی آنلاین ایرانی کسب و کار با مشتری (B2C) با رویکرد آمیخته کارت امتیازی متوازن و تکنیک‌های تصمیم گیری چندشاخصه (فرآیند تحلیل شبکه‌ای و واسپاس فازی) است.
روش‌شناسی پژوهش: پژوهش پیش‌روبه لحاظ هدف از نوع کاربردی، از نظر روش از نوع توصیفی و از نظر روش تحلیل داده‌ها از نوع کمی- مدلسازی ریاضی می‏باشد. جامعه آماری این پژوهش را صاحبان کسب و کارهای آنلاین در شهر رشت تشکیل می‌دهند.
یافته ها: پس از مرور مبانی نظری و شناسایی شاخص‌های ارزیابی فروشگاه‌های آنلاین، این شاخص‌ها بر مبنای منظرهای چهارگانه BSC طبقه‌بندی گردیدند. در ادامه اهمیت شاخص‌ها با استفاده از تکنیک فرآیند تحلیل شبکه‌ای فازی تعیین گردید که در میان آن‌ها مدیریت عملیات (15848/0)، فروش (14957/0)، سهم بازار (13710/0)، رضایت مشتری (12409/0) و ارتباط با مشتری (11527/0) به ترتیب دارای بالاترین اهمیت می‌باشند. نهایتاً، بر پایه نتایج ارزیابی 10 فروشگاه آنلاین ایرانی توسط تکنیک واسپاس فازی، فروشگاه‌های دیجی کالا، دیجی استایل و چاره در رتبه‌های اول تا سوم قرار گرفتند.




اصالت/ارزش افزوده علمی: در این پژوهش به ارزیابی و رتبه‌بندی برندهای فروشگاهی آنلاین B2C با رویکردآمیخته فرآیند تحلیل شبکه‌ای فازی و واسپاس فازی پرداخته شد و بر اساس نتایج پژوهش، پیشنهادهای اجرایی و پژوهشی ارائه گردید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Balanced performance evaluation of B2C online stores with using a hybrid fuzzy ANP and fuzzy WASPAS approach

نویسندگان [English]

  • Seyedeh Arefeh Mousavi Arab 1
  • Mahdi Homayounfar 2
  • Mehdi Ajalli 3

1 Department of Execute Management, Faculty of Managemen and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.

2 Department of Industrial Management, Faculty of Managemen and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.

3 Department of Management, Faculty of Managemen and Accounting, Bu-Ali Sina University, Hamedan, Iran.

چکیده [English]

Purpose: Today, with the development of e-commerce, society is experiencing a business revolution. E-commerce gradually has been accepted more and more and changed people’s lives. The aim of this research is to determine to the critical performance criteria in balanced evaluation of Iranian online B2C business stores using a hybrid Balanced Scorecard (BSC) and multi criteria decision making (Fuzzy ANP and Fuzzy WASPAS) approach.
Methodology: Considering research objective, it’s an applied research, regarding method it’s descriptive and based on analysis method, it’s a quantitative- mathematical modeling study. The statistical population of this study includes owners of online businesses in Rasht city.
Findings: After reviewing the literature and identifying online stores’ evaluation criteria, these criteria were classified based on the four perspectives of BSC. Next, the importance of the criteria was determined using the Fuzzy Analytical Network Process (ANP) technique, among which operation management (0.15848), sales (0.14957), market share (0.13710), customer satisfaction (0.12409) and customer relationship management (0.10527) are the most important criteria, respectively. Finally, based on the results of evaluating 10 Iranian online stores using Fuzzy WASPAS technique, Digi Kala, Digi Style, and Chareh stores were ranked first to third.




Originality/Value: In this research, B2C online store brands were evaluated and ranked with a mixed approach of FANP and FWASPAS and based on the research results, executive and research proposals were presented. 

کلیدواژه‌ها [English]

  • Online Store
  • Fuzzy logic
  • Balanced Scorecard
  • analytical network process (ANP)
  • WASPAS
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