Abstract
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.
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
Bauer, H.H., Falk, T., Hammerschmidt, M.: eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research 59(7), 866–875 (2006)
Hori, S., Shimizu, Y.: Designing methods of human interface for supervisory control systems. Control Engineering Practice 7(11), 1413–1419 (1999)
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 37(10), 6723–6736 (2010)
Parasuraman, A., Valarie, A.Z., Arvind, M.: E-S-QUAL: A multiple-Item scale for assessing electronic service quality. Journal of Service Research 7(3), 213–233 (2005)
Seyed-Hosseini, S.M., Safaei, N., Asgharpour, M.J.: Reprioritization of failures in a system failure mode and effects analysis by decision making trial and evaluation laboratory technique. Reliability Engineering & System Safety 91(8), 872–881 (2006)
Wu, R.S., Chou, P.H.: Customer segmentation of multiple category data in e-commerce using a soft-clustering approach. Electronic Commerce Research and Applications (2010) (in Press, Corrected Proof)
Wu, W.W., Lee, Y.T.: Developing global managers’ competencies using the fuzzy DEMATEL method. Expert Systems with Applications 32(2), 499–507 (2007)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2011 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Lin, CL. (2011). The Improvement Strategy of Online Shopping Service Based on SIA-NRM Approach. In: Watada, J., Phillips-Wren, G., Jain, L.C., Howlett, R.J. (eds) Intelligent Decision Technologies. Smart Innovation, Systems and Technologies, vol 10. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-22194-1_30
Download citation
DOI: https://doi.org/10.1007/978-3-642-22194-1_30
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-22193-4
Online ISBN: 978-3-642-22194-1
eBook Packages: EngineeringEngineering (R0)