Selection of Carrier Services for e-Commerce: CINFUS-AHP Methodology for Optimal Decision Making

In the rapidly evolving landscape of E-Commerce, the efficient selection of carrier services is crucial for ensuring timely and reliable delivery of goods to customers. This paper explores the application of the Continuous intuitionistic fuzzy Analytic Hierarchy Process (CINFUS-AHP) methodology as a systematic and effective decision-making tool for the evaluation and selection of carrier companies. In this paper a comprehensive review of relevant literature is applied to identify the criteria and sub-criteria, and the calculation of weights to determine the relative importance of each criterion. Furthermore, it explores the use of CINFUS-AHP in handling subjective judgments and synthesizing diverse opinions from decision-makers involved in the carrier selection process. To demonstrate the practical application of the AHP methodology, a case study is presented wherein several carrier companies are evaluated based on criteria such as reliability, cost-effectiveness, delivery speed, and geographical coverage. The results of the analysis provide a clear hierarchy of carrier companies, aiding decision-makers in selecting the most suitable carrier for their specific E-Commerce requirements. The proposed CINFUS-AHP methodology serves as a valuable tool for E-Commerce businesses seeking to optimize their carrier selection process and adapt to the evolving demands of the digital Marketplace.