B2C Marketplace Prioritization Using Hesitant Fuzzy Linguistic AHP

Abstract

Commercial Internet rapidly developed through Business to Customer (B2C) businesses since 1990s. B2C provides free online services and discounted shopping to customers. There are lots of B2C firm alternatives in the internet for a customer who seeks for a profitable business. The selection among these B2C alternatives is a multi-attribute decision-making problem with many tangible and intangible criteria under vagueness and impreciseness. In this paper, we propose a hesitant fuzzy linguistic analytic hierarchy process method for the selection among B2C firms. Hesitant fuzzy linguistic term sets are used for the assessments in the pairwise comparison matrices. An ordered weighted averaging operator is used for aggregation operator. A sensitivity analysis is also given to check the robustness of the obtained result.