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

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.

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.

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.

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.