Evaluating E-Commerce Portals from the Perspective of the End User - A Group Decision Support Approach

The stories of Kirana shops are now becoming folklore as Digital Retail has reared its head in the Indian sub-continent. To capitalize on this growth there has been a deluge of e-retail portals. However, the demographic scenario and the needs of Indian population are changing rapidly. The current study is an attempt to understand the dynamics of the major factors that consumers look into any of these e-tailers and identify the major dimension that helps in binding the consumers with these portals. For meeting this objective, the top 5 e-retail portals have been selected, based on multiple parameters for evaluating the traffic and importance of a website. These sites are Flipkart, Ebay, SnapDeal, Jabong and Myntra. Subsequently, these websites have been evaluated using the dimensions extended from SERVQUAL. A systematic approach has been taken in evaluating these portals using the theories of Analytic Hierarchy Process for group decision making.