Perceived service process in e-service delivery system: B2C online retailers performance ranking by TOPSIS
by Piyush Gupta; Amit Sachan; Vivek Mishra
International Journal of Services Technology and Management (IJSTM), Vol. 29, No. 1, 2024

Abstract: Significant work in service domain has focused on customer journey within e-service delivery system process (e-SDSP). Few studies have focused on process-centric approach to customer journey during delivery of e-services. This study aims to investigate the performance assessment of three online retailers (alternatives) using perceived service process during different stages of e-SDSP as a criterion for decision-making. TOPSIS is used in this paper to rate and evaluate multiple online retailers. Based on perceived service process as the criterion, results show that online retailer-2 outperforms other two online retailers. This study is one of the first to rate online retailers by utilising customer-perceived service process (latent variables) as a decision-making criterion throughout e-SDSP. The finding suggests that perceived searching process is the most essential criterion for decision-making, followed by the perceived after-sales service process, the perceived agreement process, and the perceived fulfilment process. Implications, limitations, and future scope are also discussed.

Online publication date: Tue, 30-Apr-2024

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