Customer Requirement Factors in Selection of E-Commerce Infrastructure Service Provider in Post-Covid-19: An AHP Application

Abstract

In today’s complex world, businesses actively use various methods to deliver goods and services to customers. Due to the active entry of the internet into people’s lives and the increase in the number of purchases made on the internet recently, businesses must actively use the internet in their marketing activities to achieve a competitive advantage. Especially after COVID-19, many businesses have had to perform their activities over the internet due to public health measures. In addition to supporting the promotion activities of the internet, direct marketing, customers purchasing products through e-commerce, and delivering some services online has become a competitive strategy and one of the methods actively used by businesses today. In this context, businesses have become more willing than before to set up their own e-commerce websites. To this end, this study reveals the features that businesses can use in determining the features they need in the selection of ecommerce infrastructure. The study suggested that 21 features for e-commerce sites were grouped among themselves in the context of e-service quality dimensions included in the ES-QUAL and e-Recs-QUAL scales, and importance ranking was performed using the AHP method.