Framework for benchmarking online retailing performance using fuzzy AHP and TOPSIS method

Due to increasing penetration of internet connectivity, on-line retail is growing from the pioneer phase to increasing integration within peopleʹs lives and companiesʹ normal business practices. In the increasingly competitive environment, on-line retail service providers require systematic and structured approach to have cutting edge over the rival. Thus, the use of benchmarking has become indispensable to accomplish superior performance to support the on-line retail service providers. This paper uses the fuzzy analytic hierarchy process (FAHP) approach to support a generic on-line retail benchmarking process. Critical success factors for on-line retail service have been identified from a structured questionnaire and literature and prioritized using fuzzy AHP. Using these critical success factors, performance levels of the ORENET an on-line retail service provider is benchmarked along with four other on-line service providers using TOPSIS method. Based on the benchmark, their relative ranking has also been illustrated.