The Improvement Strategy of Online Shopping Service Based on SIA-NRM Approach
Nowadays, online shopping through shopping platforms is getting more popular. The new shopping styles are more diverse and provide choices that are more convenient for customers. Despite the disputes that result from the misunderstanding caused by differences between the real and virtual products, i.e., the information showed on website, number of users, and shopping platforms has increased continually, many enterprises selling through physical channels have started to sell on shopping platforms, such as online shopping. Thus, shopping through multiple-platform becomes a trend in the future. Understanding customers’ attitude towards multiple-platform shopping helps shopping platform providers not only improve their service quality but also enlarge the market size. This study has revealed the major service influencers of online shopping platform by using DEMATEL (Decision-making trial and evaluation laboratory) technique. The results showed that design & service feature (DS), maintenance & transaction security (MS), and searching & recommendation service (SR) influence mainly online shopping platforms. In addition, the study used satisfaction-importance analysis (SIA) to measure the importance and service gaps between platforms and suggested that online shopping service providers can improve their strategies using NRM (network relation map). Using this research method, service providers can improve existing functions and plan further utilities for shopping platform in the next generation.
KeywordsService performance Improvement strategy Online shopping Decision-making trial and evaluation laboratory (DEMATEL) SIA-NRM
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