Evaluating customer orientation in e-commerce: an organization focused technology assessment

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dc.authorid0000-0001-9457-9292
dc.authorid0000-0003-1432-8958
dc.contributor.authorZarrin, Soheil
dc.contributor.authorDaim, Tugrul
dc.contributor.authorGillpatrick, Tom
dc.contributor.authorBolatan, Gulin
dc.contributor.authorSharma, Mahak
dc.date.accessioned2026-01-24T12:31:26Z
dc.date.available2026-01-24T12:31:26Z
dc.date.issued2025
dc.departmentAlanya Alaaddin Keykubat Üniversitesi
dc.description.abstractThis research focuses on designing a new maturity model to evaluate and plan an organization's customer-centricity. The Hierarchical Decision Model (HDM) is used as the primary methodology to quantify impacting factors and intensity of influence on the ultimate outcome. To demonstrate the proposed model in the real world, a case study is performed in the e-commerce industry, especially B2C online retailer organizations. This research tackles the scarcity of documentation on creating maturity models that are widely accepted and sustainable, demonstrating the innovative use of the HDM methodology. In summary, the study successfully achieves its overarching objective of crafting a comprehensive model for assessing organizational maturity in the customer-centric approach, encouraging the widespread adoption of the proposed methodology across diverse sectors. This study endeavors to introduce an innovative approach for assessing an organization's customer-centricity, incorporating both product and service deliverables, specifically referred to as Product-Service Systems (PSS). The primary objective of this research is to formulate a novel maturity model, enabling organizations to 1) assess their degree of customer-centricity and 2) receive actionable recommendations aimed at enhancing customer orientation and elevating their customer-centricity maturity level..
dc.identifier.doi10.1080/09537325.2024.2322032
dc.identifier.endpage1678
dc.identifier.issn0953-7325
dc.identifier.issn1465-3990
dc.identifier.issue11
dc.identifier.scopus2-s2.0-85188242536
dc.identifier.scopusqualityQ1
dc.identifier.startpage1663
dc.identifier.urihttps://doi.org/10.1080/09537325.2024.2322032
dc.identifier.urihttps://hdl.handle.net/20.500.12868/5881
dc.identifier.volume37
dc.identifier.wosWOS:001183230500001
dc.identifier.wosqualityQ2
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherRoutledge Journals, Taylor & Francis Ltd
dc.relation.ispartofTechnology Analysis & Strategic Management
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_WoS_20260121
dc.subjectCustomer-centricity
dc.subjectmaturity model
dc.subjecte-commerce
dc.subjecthierarchical decision model
dc.titleEvaluating customer orientation in e-commerce: an organization focused technology assessment
dc.typeArticle

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