Altay Burak Can, Okumuş Abdullah, Adıgüzel Mercangöz Burcu
Department of Transportation, Istanbul University, Istanbul, Turkey.
Department of Marketing, Istanbul University, Istanbul, Turkey.
Complex Intell Systems. 2022;8(1):129-140. doi: 10.1007/s40747-021-00358-1. Epub 2021 Apr 9.
Due to the impact of the COVID-19 pandemic, on-demand grocery delivery service that combines mobile technology and city logistics has gained tremendous popularity among grocery shoppers as a substitute to self-service grocery shopping in the store. This paper proposes an intelligent comparative approach where fuzzy logic and the analytical hierarchy process (AHP) method are combined to determine the importance weights of the criteria for marketing mix elements (7Ps) of the on-demand grocery delivery service for the period before COVID-19 and during COVID-19. In addition to its comprehensive theoretical insight, this paper provides a practical contribution to decision makers who create a marketing mix for the on-demand grocery delivery service and other similar online grocery businesses in terms of efficient allocation of resources to the development of marketing mix elements. The study's findings can also provide clues for the decision makers in times of similar pandemics and crises that are likely to be seen in the future.
由于新冠疫情的影响，将移动技术与城市物流相结合的按需配送杂货服务，作为商店自助式杂货购物的替代方式，在杂货购物者中广受欢迎。本文提出了一种智能比较方法，将模糊逻辑和层次分析法（AHP）相结合，以确定新冠疫情之前和期间按需配送杂货服务营销组合要素（7P）标准的重要性权重。除了全面的理论见解外，本文还为为按需配送杂货服务和其他类似在线杂货业务制定营销组合的决策者提供了实际贡献，有助于高效地将资源分配到营销组合要素的开发中。该研究结果还可为未来可能出现的类似疫情和危机时期的决策者提供线索。
