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Strategic System Assurance and Business Analytics pp 69–84Cite as

Fuzzy DEMATEL Approach to Identify the Factors Influencing Efficiency of Indian Retail Websites

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Abstract

The growth in the Indian retail sector, specifically the online retailers, is coaxing the industry to look for innovative ways to attract customer attention. To respond to these changing market dynamics, the focus of the online retailers is diverted towards improvising their online portals. Modern Websites must accommodate a number of factors that can enhance the user experience. Thus, it is very imperative for the online retailers to understand the factors that affect the buying behaviour of Indian consumers. Contemporary studies in the field of e-retailing have mainly focused their attention on giving the customers the buying experience which can ultimately be culminated into seeking their loyalty. However, a systematic and effective overview of factors influencing the buying behaviour of e-commerce users is still lacking in the literature. In this regard, the present study focuses on developing a quantitative assessment framework in order to identify and evaluate the relationships between the factors that can lead to enhanced online user experience using fuzzy set theory and DEMATEL technique. The fuzzy set theory helps us to incorporate the vagueness in the decision-making, while DEMATEL method is used to portray the contextual relationship among the identified factors. The study is based on the data collected from users of online grocery retail Website. The results help the e-retail companies to identify the crucial indicators for developing a responsive and performance-driven e-commerce Website.

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Authors and Affiliations

  1. Amity University, Noida, Uttar Pradesh, India

    Loveleen Gaur, Vernika Agarwal & Kumari Anshu

Authors
  1. Loveleen Gaur
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  2. Vernika Agarwal
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  3. Kumari Anshu
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Corresponding author

Correspondence to Kumari Anshu .

Editor information

Editors and Affiliations

  1. Amity Center for Interdisciplinary Research, Amity University, Noida, India

    P. K. Kapur

  2. Department of Operational Research, University of Delhi, New Delhi, Delhi, India

    Ompal Singh

  3. Amity University, Tashkent, Uzbekistan

    Sunil Kumar Khatri

  4. Western Norway University of Applied Sciences, Haugesund, Norway

    Ajit Kumar Verma

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Gaur, L., Agarwal, V., Anshu, K. (2020). Fuzzy DEMATEL Approach to Identify the Factors Influencing Efficiency of Indian Retail Websites. In: Kapur, P.K., Singh, O., Khatri, S.K., Verma, A.K. (eds) Strategic System Assurance and Business Analytics. Asset Analytics. Springer, Singapore. https://doi.org/10.1007/978-981-15-3647-2_6

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