Mahboubeh Afzali - Department of Electrical and Computer Engineering. Graduate University of Advanced Technology, Kerman, Iran

With the rapid growth of e-commerce websites, business-to-consumer (B۲C) e-commerce has been considered as an effective retailing channel. However, customer satisfaction and trustable e-commerce website have been the main challenges which should be addressed through evaluation of e-commercewebsite. For the aim of evaluation, different criteria should be taken into consideration leading to multi criteria decision making problem. The result of evaluation determines the perceived service quality of B۲C ecommerce websites as the result of the difference between the expected service level (which expectation is derived from information obtained before the service experience) and perceived service level (the actual). In this paper, an Analytical Hierarchy Process (AHP) method is developed to assign importance degree for each. Moreover, sensitivity analysis is performed to rank the influence levels of main criterion. The results show that navigation, protection of customer credit card information and accuracy of delivered goods are the most effective criteria on e-commerce website evaluation.

Evaluation of e-commerce websites, Multi-criteria decision-making, B۲C e-commerce websites, AHP, sensitivity analysis