Author(s): Sreyas Vellanki and Dr. AVS Prasad

Abstract: In recent years, online shopping has emerged as a significant component of the overall consumer shopping experience. Consumers now have the capability to purchase a wide array of products online, which has notably altered their shopping behaviours. Consequently, it is imperative for retailers to enhance the customer shopping experience through streamlined transactions and visually appealing websites. The success of an online retail business is largely contingent upon high-quality websites that attract potential customers. Evaluating the quality of e-commerce websites presents a multi-criteria decision-making challenge due to its intricate nature, which encompasses both qualitative and quantitative elements. This study aims to utilizing the Analytic Hierarchy Process (AHP) technique, is proposed to prioritize e-commerce websites. This methodology is applied to several prominent Indian e-commerce websites to evaluate their impact on customer experience.

Pages: 139-143 | Views: 65 | Downloads: 25

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