Abstract
The current paper aims to qualitatively and quantitatively measure and evaluate e-store index criteria used to achieve the aspired levels for satisfying customers’ needs. Such research should help e-store managers understand customers’ feelings and requirements for improving the e-store business. Therefore, in the current approach, we use a hybrid MCDM model to address the dependent relational problems among the criteria. Specifically, we combine DANP (DEMATEL-based ANP) and grey relation analysis (GRA) methods to calculate the relative importance weights and relation of the criteria between interdependence and feedback. We also propose a strategy to improve the criteria gap for closing to the aspired levels of human life and convenient service. As such, this research can provide e-store managers with an understanding of how to improve business models in order to achieve consumers’ needs and promote more repurchases and enable them to devise the best marketing strategies to provide the most effective and efficient service for their customers.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Engel, J.F., Blackwell, R.D., Miniard, P.W.: Consumer behavior. Dryden Press, Orlando (1990)
Robert, M.O.K., McEachern, T.: Web-based customer decision support systems. Communications of the ACM (Association for Computing Machinery) 41(3), 71–78 (1998)
Gauri, D.K., Bhatnagar, A., Rao, R.: Role of word of mouth in online store loyalty. Communications of the ACM (Association for Computing Machinery) 51(3), 89–91 (2008)
Chang, H.H., Chen, S.W.: Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & Management 46(7), 411–417 (2009)
Gabus, A., Fontela, E.: World problems, an invitation to further thought within the framework of DEMATEL battelle institute. Geneva Research Centre, Geneva, Switzerland (1972)
Liou, J.J.H., Yen, L., Tzeng, G.H.: Using decision rules to achieve mass customization of airline services. European Journal of Operational Research 205(3), 680–686 (2010)
Lin, C.L., Hsieh, M.S., Tzeng, G.H.: Evaluating vehicle telematics system by using a novel MCDM techniques with dependence and feedback. Expert Systems with Applications (2010) (forthcoming)
Chen, Y.C., Lien, H.P., Tzeng, G.H.: Measures and evaluation for environment watershed plans using a novel hybrid MCDM model. Expert Systems with Applications 37(2), 926–938 (2010)
Saaty, T.L.: The analytic hierarchy process. McGraw-Hill, New York (1980)
Ou Yang, Y.P., et al.: A novel hybrid MCDM model combined with DEMATEL and ANP with applications. International Journal of Operations Research 5(3), 160–168 (2008)
Deng, J.: Introduction to grey system theory. The Journal of Grey System 1(1), 1–24 (1989)
Chiou, H., Tzeng, G.: Fuzzy hierarchical evaluation with grey relation model of green engineering for industry. International Journal of Fuzzy System 3(3), 466–475 (2001)
Deng, J.: Grey forecasting and decision. Huazhong University of Science and Technology Press, Wuhan (1986)
Wu, H., Deng, J., Wen, K.: Introduction of grey analysis. Gau-Li Publication Inc., Taiwan (1996)
To, P.L., Liao, C., Lin, T.H.: Shopping motivations on internet: A study based on utilitarian and hedonic value. Technovation 27(12), 774–787 (2007)
Chang, H.H., Chen, S.W.: The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review 32(6), 818–841 (2008)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2010 Springer Berlin Heidelberg
About this paper
Cite this paper
Chiu, WY., Tzeng, GH., Li, HL. (2010). Improving the E-Store Business Model for Satisfying Customers’ Needs Using a Hybrid MCDM Combined DANP with Grey Relational Model. In: Phillips-Wren, G., Jain, L.C., Nakamatsu, K., Howlett, R.J. (eds) Advances in Intelligent Decision Technologies. Smart Innovation, Systems and Technologies, vol 4. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-14616-9_10
Download citation
DOI: https://doi.org/10.1007/978-3-642-14616-9_10
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-14615-2
Online ISBN: 978-3-642-14616-9
eBook Packages: EngineeringEngineering (R0)