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Dünya, Dördüncü Sanayi Devrimi’ne hazırlık yaparken; teknolojik gelişmeler büyük bir ivme kazanmıştır. Her geçen gün büyüyen ve farklılaşan akıllı telefon pazarı gün geçtikçe gelişmekte, seçenekler artmaktadır. Karar vermek, seçeneklerin artması ve karmaşıklaşması nedeniyle zorlaşmaya başlamıştır. Çalışmanın amacı etkin bir Çok Kriterli Karar Verme (ÇKKV) modeli önermektir. Bu amaçla, bütünleşik Yapısal Eşitlik Modeli (YEM) – Analitik Hiyerarşi Süreci (AHS) kullanılmıştır. Akıllı telefon seçimini etkileyen 4 kriter ve 16 alt kriter kullanılmıştır. Kriterler ve alt kriterler YEM’den elde edilen bilgilere göre sıralanmıştır. Alternatiflerin alt kriterlere göre ikili karşılaştırmaları ve alternatiflerin sıralanması ise AHS ile gerçekleştirilmiştir. Çalışma sonucunda maliyet, fiziksel, teknik ve kalite kriterlerinin akıllı telefon seçimi üzerinde anlamlı etkilerinin olduğu sonucuna varılmıştır. Ayrıca, karar vericinin akıllı telefon tercihlerini en üst düzeyde etkileyen kriter kalite, etkisi en fazla olan alt kriterler ise marka imajı ve estetik kriterleridir. Oluşturulan model son yıllarda Türkiye ve dünyada en fazla satış yapan iki marka üzerinde uygulanmıştır.
While the world is preparing for the Fourth Industrial Revolution, technological developments have gained momentum. The smartphone market that continues improving and differentiating is growing day by day, and the number of options are increasing. Making a decision has begun to become difficult because of the number and complexity of options. The purpose of the study is to recommend an effective Multi Criteria Decision Making (MCDM) model. For this purpose, an integrated Structural Equation Model (SEM) - Analytic Hierarchy Process (AHP) was used in this study. 4 criteria and 16 sub-criteria were used to influence smartphone selection. Criteria and sub-criteria are listed according to the results of SEM. Binary comparisons of alternatives according to sub-criteria and ranking of alternatives were calculated with AHP. It has been reached that cost, physical, technical and quality criteria have a significant effect on smart phone selection, as a result. Also; quality is the criterion that affects the decision maker's smart phone preferences at the highest level, and the sub-criteria with the greatest effects are the brand image and aesthetic. The proposed model has been applied for two brands which have highest-selling quantities in Turkey and also in the world, in the last few years.
While the world is preparing for the Fourth Industrial Revolution; technological developments have gained momentum. The smartphone market which continues improving and differentiating is growing day by day, and the number of options are increasing. Making a decision has begun to become difficult because of the number and complexity of options. The purpose of the study is to recommend an effective Multi Criteria Decision Making (MCDM) model. For this purpose, an integrated Structural Equation Model (SEM) - Analytic Hierarchy Process (AHP) was used in this study. 4 criteria and 16 sub-criteria were used to influence smartphone selection. Criteria and sub-criteria are listed according to the results of SEM. Binary comparisons of alternatives according to sub-criteria and ranking of alternatives were calculated with AHP. It has been reached that cost, physical, technical and quality criteria have a significant effect on smart phone selection, as a result. Also; quality is the criterion that affects the decision maker's smart phone preferences at the highest level, and the sub-criteria with the greatest effects are the brand image and esthetic. The proposed model has been applied for two brands which have highest-selling quantities in Turkey and also in the world, in last few years.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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