Quality Performance Evaluation of E-commerce Sites using DEA

Quality, a concept present in our lives since ancient Egypt, has become a crucial aspect for organizations in gaining a competitive advantage in recent years. Numerous studies have been conducted in the literature to identify factors influencing quality. In recent years, these factors have been compared using various methods, such as Multi-Criteria Decision Making (MCDM), to measure performance. In this study, the data envelopment analysis (DEA) method is employed for quality performance measurement of e-commerce sites. Firstly, the 12 most used e-commerce sites in Turkey to be evaluated in this performance measurement are identified as decision-making units (DMUs). Inputs and outputs are determined for quality performance measurement. The monthly average number of non-member and non-shopping visitor counts on the sites is defined as inputs. Outputs include the number of shopping visitors, net earnings, and the average time visitors spend on the site. Inputs and output data were collected from publicly open-source data libraries for these 12 DMUs. This study utilized a DEA model as well as a common weight DEA model. These models are solved using CPLEX through GAMS tools with the inputs and outputs. The results of all models show that e-commerce website (8), mavi, emerges as the most efficient among e-commerce websites. This assessment can serve as a valuable reference for managers of Turkish e-commerce websites who want to evaluate the quality of these websites to competitors. Also, employees who seek to measure the quality of these e-commerce websites based on important parameters beyond just economic factors.