Fuzzy MCDM Approach for Selecting Alternatives of Airline Electronic Commerce Website

• Main Authors: Huang, CHIH-LI, 黃稚醴
• Other Authors: HU, RONG-FENG
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/27491240280438154736

碩士 === 開南大學 === 空運管理學系 === 96 === Lately, due to continuous innovation and rapid development on information technology, electronic commerce (e-commerce) has become one of the new economy development modes globally. To enhance their competitiveness advantage, airlines set up e-commerce and build up the websites. Therefore, in order to find the critical factors for establishing the e-commerce website, the object of this study are airlines and the survey to the experts in airline industry. In this study, evaluation process of e-commerce website is development into two stages. First, formulate dimensions and criteria that are most adaptive to the e-commerce website of the airline with experts’ survey base on Fuzzy Delphi Method (FDM) to screen essential evaluation criteria and set up the study structure. Second, through the experts’ survey, use Fuzzy Analytic Hierarchy Process (FAHP) to determine the weights of each dimensions and criteria on the airlines e-commerce website, and applying Fuzzy Multi-Criteria Decision Making (FMCDM) to sort out the priority among the alternatives of airline e-commerce website development. The results of this study demonstrated that the top five evaluation criteria are Operation Cost, Personnel Cost, Customer Relationship Management, Enterprise Image, and Information Security Management. After calculation by FMCDM specified the top priority in the four alternatives, it is obvious to identify that self-operation is the best alternative for airlines. The above finding provides a reference when airline intends to make a strategic decision during the selection of e-commerce website alternatives.