Modern Research in Decision Making

Providing a Framework for Evaluating the Maturity of Quality 4.0 in the Online Retail Industry through Fuzzy Inference System

Document Type : Original Article

Authors

Ali Ebrahimi Kordlar 1
Mojgan Arab 2
Hossein Safari 3

1 Associate Professor, Department of Accounting, Faculty of Accounting and Financial Sciences, School of Management, University of Tehran, Tehran, Iran

2 MSC, Faculty of Industrial and Technology Management, College of Management

3 Professor, Department of Production and Operations Management, Faculty of Industrial Management and Technology, School of Management, University of Tehran

Abstract
The rapid growth of online retail and the emergence of advanced technologies have necessitated a reassessment of quality maturity. Quality 4.0, as a novel paradigm in the Industry 4.0 era, emphasizes intelligent communication, automation, data analytics, and system integration. This study aims to provide a comprehensive framework for evaluating Quality 4.0 maturity in the Iranian online retail sector. A mixed-methods approach was adopted and carried out in four phases: first, a systematic literature review identified 18 initial dimensions of Quality 4.0; second, the conceptual model was validated through a survey of 194 e-commerce experts and structural equation modeling, resulting in the confirmation of 10 core dimensions; third, a five-level maturity model (ranging from initial to leading) was designed based on literature and expert opinions; and fourth, a fuzzy inference system was developed to assess and measure maturity levels. For validation, the framework was applied as a case study in Kourosh E-commerce Company (Okala). Findings indicated that data, analytics, culture, leadership, and system integration were the most influential dimensions. The proposed framework provides a practical tool for managers and decision-makers to guide the adoption and implementation of Quality 4.0 in online retail.

Keywords

Quality 4.0
online retail
Quality Maturity 4.0
Industry 4.0
Fuzzy Inference System
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