Abstract
Many consumers today buy products and services from e-stores. Because e-store managers are responsible for allocating different resources, it is essential that they understand consumers’ shopping behaviour to provide the best possible value for visitors to their websites. Therefore, the purpose of this article is to focus on assessing and improving strategies to reduce the gaps in customer satisfaction caused by interdependence and feedback problems among dimensions and criteria to achieve the aspiration level. We propose a new hybrid Multiple Attribute Decision Making (MADM) model, combining the Decision Making Trial and Evaluation Laboratory (DEMATEL), DEMATEL-based Analytic Network Process (DANP), and VIšekriterijumsko KOmpromisno Rangiranje (VIKOR) methods to solve these problems. Then, three real cases are used to illustrate how the proposed new hybrid Multiple Criteria Decision-Making (MCDM) model improves e-store business. These results can provide e-store managers with a knowledge-based understanding of how to create marketing strategies that reduce the performance gaps of dimensions and criteria to satisfy consumers’ needs and encourage customers to purchase more.
1. Introduction
It has become increasingly common for consumers to buy products and services from e-stores because these types of stores provide them with a convenient and fast shopping environment and high-quality products and services, saving them time and money. E-stores have become an important retailing channel, and many such stores have been established and are experiencing a continuous increase in sales. Therefore, this article focuses on the assessment, improvement, and setting of strategies to better meet customer needs. These needs are met by reducing performance gaps introduced by interdependence and feedback problems among dimensions and criteria, allowing the aspiration level to be achieved and promoting customer satisfaction to bring people real happiness. It is essential for e-store managers to know how to manage business and marketing strategies because the success of the store depends on excellent management and accurate marketing strategies.
