The study can help e-store managers to reflect on the improvement of marketing strategies, service re-engineering, and management redesign. The influential weight questionnaire from experts and the performance questionnaires from 1,018 e-store consumers are more relevant than other traditional evaluation techniques in the real world.
E-stores can offer products and services at a reduced cost at any time and in any place, making good e-store management essential in the business field. This research used the DEMATEL technique in conjunction with a DANP to produce an INRM and influential weights of criteria, and it used a VIKOR to ascertain the gaps in the three chosen e-stores and discover how to improve them. The traditional e-store approach is to rank the alternatives and only use the best, whereas this current study not only selects the best but also analyses which gaps in the dimensions and criteria should be improved first. An important topic for future research is how to formulate strategies to improve and reduce the gaps to achieve the aspiration level (zero gaps) in the performance of each e-store. This is an important finding in this study. The proposed model is suitable for dealing with any complex decision-making issues with interdependent criteria. The study has established a causal-effect model of the effect of e-store management and verified the efficiency of the relational structure model using satisfactory statistical techniques.
Previous e-store research has focused on improving context and design, whereas the current study confirms that e-stores are useful and that satisfying customers’ needs and giving perfect post-purchase service are very important to e-stores’ success. This study also indicates that the performance of the three selected e-stores is rather unsatisfactory in this regard. Their managers must therefore bridge existing gaps in
understanding the customers’ needs to improve the e-stores’ performance.
Using GRA of this idea is a new approach to solving real-world problems (Tzeng's group). First, the traditional model assumes that the criteria are independent from the hierarchical structure, but the relationships between dimensions and criteria are usually interdependent in the real world. Second, the relatively good solution provided by the existing alternatives is replaced by aspiration levels to fit today’s competitive markets. Finally, the goal is to focus not only on “influence”,
“assessment”, “ranking” and “selection” but also on “improvement” and “create strategies” to improve e-store performances.
We hope that this article will contribute to enhancing the efficiency of e-stores’
marketing strategies. The results of this analysis should help managers to decide how to implement their e-store business and marketing strategies more effectively. As such, this research provides an in-depth understanding of the management approach for e-store business.
Since e-stores can offer products at a reduced price, and consumers can shop at any time and in any place, effective e-store management is essential in the business field. The proposed model can measure effectiveness by determining the central criteria to be evaluated and illustrating the interdependence among dimensions/criteria based on a influential network relationship map (INRM) with a DEMATEL technique.
It can also identify the elements and propose the best strategy to improve the effectiveness of an e-store. Indeed, the results indicate that the effectiveness calculated using the proposed model is consistent with that of the DANP combined with a grey relational analysis (GRA) for e-store management, and this may be worth researching further. It is suitable for dealing with any complex decision-making issues connected with interdependent criteria. The study has established a causal model of effective e-store management, and verified the relational structure model using
satisfactory statistical techniques in order to confirm the model’s efficiency.
This research is different from previous group research because (1) The enquiry times were reduced by the DEMATEL and the DANP using the same questionnaire, (2) The DANP differed from the prior research which used a DEAMTEL and ANP method, (3) The influential weights of a traditional ANP are equal, but in this paper, it had different weights, (4) Traditionally, SEM is always used to obtain a relationship map, whereas this study used a DEMATEL, (5) The traditional grey relational analysis (the aspired level is always the maximum performance and the worst level is always the minimum performance) is different from the grey relational analysis in this study (the aspired level was the best; for example: in a scale from 0 to 10, 10 was the best and 0 was the worst), (6) This paper developed some questions to obtain a relationship map to know how to improve the e-business, to ascertain the distance between the aspired level and the dimensions/criteria of each e-store, to determine which dimensions/criteria needed to be improved as a priority, and how to use this knowledge base to develop a marketing strategy. This paper differs from others which simply provided a relationship map or computed the performance to select the best level of aspiration. This paper has provided the managers of the three e-stores with the best strategy to achieve a competitive advantage.
In terms of e-store management, the study found Books surpassed Yahoo in terms of the overall grey relational degree, and Yahoo, in turn, surpassed PChome (Books (0.753) Yahoo (0.699) PChome (0.684)). The e-store ranking further indicates the dimensions which need the most improvement, namely, need-recognition
post-purchase behavior information search choice/purchase evaluation of alternatives. Thus, these results can help to develop effective strategic management to resolve real-life problems.
The results of the statistical analysis should help managers to decide how and
where to more effectively allocate their e-store business strategies. As such, the research provides a better knowledge base for management approaches in e-stores. It is hoped that these results will help e-store managers to understand how to improve their business model to satisfy consumers’ needs, generate more repurchases, and devise the best marketing strategies to effectively and efficiently achieve customer satisfaction and reach the highest levels of aspiration.
Over all, we can obtain to use the VIKOR and GRA method can get the same index result (see Table 14 and Table 16) that they have the same as the theoretical basis. This research proved questionnaire using nine experts and 1,018 customers the result the same, therefore, we can to use small number of samples can be obtained the same results.
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