Customer- Satisfaction Measurement of Online Shopping: Using MCDM Approach

Value creation and gaining sustainable competitive advantage and strategic superior have caused to pay attention to the customers and their satisfaction. It is shown that sailing in cyber space and information and communication technology have an essential role in the development of electronic shopping. This paper presents a new approach to customer-satisfaction measurement (CSM) of electronic shopping and examines its key factors by using Fuzzy Multi Attribute Decision Making (FMADM) method. To this end, a six-step approach is used to measure the electronic shopping customer-satisfaction. Since most of the data used in this study are qualitative and such data might be ambiguous, we transform the qualitative terms into quantitative terms by using the fuzzy collections. Finally, we compare the situation of those shops in terms of three different types of services.