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Hesitant Fuzzy Linguistic AHP: Strategic Analysis of Mobile Service Quality Model Using for Shopping Applications

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Analytic Hierarchy Process with Fuzzy Sets Extensions

Part of the book series: Studies in Fuzziness and Soft Computing ((STUDFUZZ,volume 428))

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Abstract

Many products and services are being increasingly offered online. Digital services for mobile devices address new needs that arise with technological developments around the world. These mobile services are expected to meet a certain quality to satisfy technical requirements and customers’ needs. Customers’ desire for using mobile services in turn depends on the quality of mobile services. This study aims to present an analytical approach for analyzing the importance of mobile service quality factors on customers’ behaviors when using mobile applications, and then to evaluate the effects of those factors on customers’ demand for mobile shopping application alternatives. In this chapter, a mobile service quality model is presented based on a literature review, industrial reports, and experts’ opinions. The weighting of mobile service quality factors and the ranking of assessed mobile shopping applications are performed via multi-criteria decision-making (MCDM) using the hesitant fuzzy linguistic (HFL) technique to deal with the uncertainty and hesitancy of expert opinions. The importance degrees of the identified mobile service quality factors are calculated with the HFL Analytic Hierarchy Process (AHP) method thanks to its simple hierarchical structure and capacity to handle complicated decision-making problems. Different mobile shopping applications are compared to each other by applying the HFL AHP method. The applicability of the presented approach is demonstrated in a case study for shopping applications.

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Acknowledgements

The authors would like to express gratitude to the experts who gave assistance, advice, and feedback. This work has been supported by the Scientific Research Projects Commission of Galatasaray University (FOA-2021-1059).

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  1. Galatasaray University, Industrial Engineering Department, 34349, Ortaköy-Istanbul, Turkey

    Gülçin Büyüközkan, Esin Mukul & Merve Güler

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  1. Gülçin Büyüközkan
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  2. Esin Mukul
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  3. Merve Güler
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Correspondence to Gülçin Büyüközkan .

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Editors and Affiliations

  1. Department of Industrial Engineerin, Istanbul Technical University, Maçka, Türkiye

    Cengiz Kahraman

  2. Department of Industrial Engineering, Yildiz Technical University, Besiktas, Istanbul, Türkiye

    Selcuk Cebi

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Büyüközkan, G., Mukul, E., Güler, M. (2023). Hesitant Fuzzy Linguistic AHP: Strategic Analysis of Mobile Service Quality Model Using for Shopping Applications. In: Kahraman, C., Cebi, S. (eds) Analytic Hierarchy Process with Fuzzy Sets Extensions. Studies in Fuzziness and Soft Computing, vol 428. Springer, Cham. https://doi.org/10.1007/978-3-031-39438-6_9

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