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Understanding customer journeys is key to e-commerce success. Many studies have been conducted to obtain journey maps of e-commerce visitors. To our knowledge, a complete, end-to-end and structured map of e-commerce journeys is still missing. In this research, we proposed a four-step methodology to extract and understand e-commerce visitor journeys using process mining. In order to obtain more structured process diagrams, we used techniques such as activity type enrichment, start and end node identification, and Levenshtein distance-based clustering in this methodology. For the evaluation of the resulting diagrams, we developed a model utilizing expert knowledge. As a result of this empirical study, we identified the most significant factors for process structuredness and their relationships. Using a real-life big dataset which has over 20 million rows, we defined activity-, behavior-, and process-level e-commerce visitor journeys. Exploitation and exploration were the most common journeys, and it was revealed that journeys with exploration behavior had significantly lower conversion rates. At the process level, we mapped the backbones of eight journeys and tested their qualities with the empirical structuredness measure. By using cart statuses at the beginning and end of these journeys, we obtained a high-level end-to-end e-commerce journey that can be used to improve recommendation performance. Additionally, we proposed new metrics to evaluate online user journeys and to benchmark e-commerce journey design success.

Intuitionistic Fuzzy Sets with Ordered Pairs (IFSOP) are the recent extension of intuitionistic fuzzy sets by incorporating functional and dysfunctional points of view into the definition of membership functions. This paper extends the Technique of Order Preference Similarity to the Ideal Solution (TOPSIS) method to the Intuitionistic Fuzzy TOPSIS (IF TOPSIS) with ordered pairs method and applies it to a multi-criteria risk-based supplier selection problem under fuzziness. IF TOPSIS with ordered pairs involves finding a positive ideal solution and a negative ideal solution, and measuring the distance between each alternative and these solutions. The final ranking of the alternatives is obtained based on the proportion of distances between the positive and negative ideal solutions. By asking functional and dysfunctional questions in this ranking process, the developed IF TOPSIS with ordered pairs method incorporates the accuracy and consistency of expert judgments, enhancing the decision-making process. A sensitivity analysis is also presented in order to show the robustness of the rankings obtained by IF TOPSIS with ordered pairs.

The study presents some results of customer paths’ analysis in a shopping mall. Bluetooth-based technology is used to collect data. The event log containing spatiotemporal information is analyzed with process mining. Process mining is a technique that enables one to see the whole process contrary to data-centric methods. The use of process mining can provide a readily-understandable view of the customer paths. We installed iBeacon devices, a Bluetooth-based positioning system, in the shopping mall. During December 2017 and January and February 2018, close to 8000 customer data were captured. We aim to investigate customer behaviors regarding gender by using their paths. We can determine the gender of customers if they go to the men’s bathroom or women’s bathroom. Since the study has a comprehensive scope, we focused on male and female customers’ behaviors. This study shows that male and female customers have different behaviors. Their duration and paths, in general, are not similar. In addition, the study shows that the process mining technique is a viable way to analyze customer behavior using Bluetooth-based technology.