An Integrated ISM and Fuzzy AHP Approach to Improve Iranian Handicraft Businesses in the E-Commerce Context with a Focus on Enhancing Customer Trust

This study aims to apply an integrated ISM and fuzzy AHP approach to improve Iranian handicraft businesses within the e-commerce context, focusing on enhancing customer trust. A mixed-method design was used, incorporating qualitative and quantitative elements. Eight experts in the field of handicrafts and e-commerce were selected through purposive sampling. Initially, 16 customer trust-related factors were identified based on literature and expert input. Using the Interpretive Structural Modeling (ISM) approach, a hierarchical structure was developed to represent relationships among these factors. Subsequently, the fuzzy AHP method was employed to prioritize and weight these factors through pairwise comparison questionnaires. The consistency ratio was checked to ensure the reliability of the data. The ISM results positioned “accurate and comprehensive product presentation” and “continuous inspection and performance reporting of the website” at the top of the hierarchy, indicating their high influence on customer trust. In contrast, “creating comfort and security in purchases” was ranked lowest. The fuzzy AHP analysis confirmed these findings, with the top two factors receiving the highest normalized weights (0.0635). Other influential factors included “customer behavior tracking” and “customer relationship management,” which followed in ranking. The integrated ISM–fuzzy AHP model provides a structured and effective framework for analyzing and improving customer trust in the e-commerce-based handicrafts sector. Strategic focus should be placed on detailed product descriptions and website performance monitoring to reduce perceived risks and foster sustainable customer trust.