The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Using DEMATEL to Build Decision Model of Online Reputation Management for Improving the Services of Marketing
|
|
Author(s): Ashutosh Yadav (ABV-Indian Institute of Information Technology and Management, India), Anil Kumar (ABV-Indian Institute of Information Technology and Management, India)and Manoj Kumar Dash (ABV-Indian Institute of Information Technology and Management, India)
Copyright: 2016
Pages: 20
Source title:
Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing
Source Author(s)/Editor(s): Anil Kumar (ABV-Indian Institute of Information Technology & Management, India)and Manoj Kumar Dash (ABV-Indian Institute of Information Technology & Management, India)
DOI: 10.4018/978-1-4666-8808-7.ch006
Purchase
|
Abstract
Online Reputation Management (ORM) is very important factor for any company in online retail industry but very little amount of work has been done by the researchers in this context. Taking into consideration online reputation, reputation management, online communication, social aspect, online ranking, incentives and post purchase service, this study utilised DEMATEL (Decision-Making Trial and Evaluation Laboratory) build an Influence Network Relation Map (INRM) model of these Online Reputation Management's factors for improving the online services of marketing. Data is collected through structured questionnaire by survey of experts. The results showed that online reputation is the most important factors followed by reputation management and social aspect is least important according given experts' opinions. The study also found out the impact within the factors and divided all factors into two groups i.e. cause group and effect group. The output of the study can help online retailers to make their online marketing strategies more effective to target and segmentation their customers.
Related Content
|
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
|
Loredana Kotinski.
© 2024.
14 pages.
|
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|