Using DEMATEL to construct influential network relation map of consumer decision-making in e-marketplace
by Anil Kumar; Manoj Kumar Dash
International Journal of Business Information Systems (IJBIS), Vol. 21, No. 1, 2016

Abstract: Prodigious growth of the internet offers companies many chances to implement new business models, which led to the search of novel techniques for conducting effective marketing business and to reinforce their competitiveness in the marketplace. Commerce is now undergoing a revolutionary phase, where the medium of communication between the customer and the merchant is electronic. The cutting edge for business today is e-marketing. Now there is a need to leverage the knowledge of domain experts in evaluating the consumer decision making in the e-marketplace. The purpose of this study is to construct influential network relation map (INRM) of consumer decision making in the e-marketplace. For this decision making trial and evaluation laboratory (DEMATEL) approach is used to investigate the interrelation among perspectives and criteria by the survey of experts. This study provides solutions to improve service quality, optimise source allocation, customise their product/services according to the need of customers and enhance online reputation by increasing customer retention.

Online publication date: Tue, 01-Dec-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com