Prioritizing the influencing factors of customer satisfaction in electronic service systems using fuzzy Delphi hierarchical analysis criteria

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Article Type:
Research/Original Article (بدون رتبه معتبر)
Abstract:
Recent promotions in online shopping have greatly increased the importance of the e-commerce industry. One of the main parts of this industry is electronic service systems, where businesses use different systems to sell products and services directly to consumers. Therefore, care should be taken to ensure that e-service systems are such that they can create a reliable and long-term relationship between businesses and consumers. Therefore, this study evaluates and prioritizes factors for customer satisfaction in successful electronic service systems. This study uses multi-criteria decision-making and to minimize any ambiguity and grayness in decision-making, fuzzy Delphi hierarchical analysis and gray theory, respectively, with the hierarchical analysis process and technique for order priority with similarity to the idea solution. Al merges. First, this study conducts a comprehensive review to screen for important factors reported in past studies. Five main factors and several sub-factors were selected for further prioritization. Then, the fuzzy Delphi hierarchical analysis model prioritized the factors based on their importance. Finally, based on the results of fuzzy Delphi hierarchical analysis, Gray's theory ranked five options (e-service systems). The proposed model based on fuzzy Delphi hierarchical analysis and gray theory showed the service quality factor as the most successful influencing factor in customer satisfaction.
Language:
Persian
Published:
Journal of Accounting and Management vision, Volume:7 Issue: 89, 2024
Pages:
118 to 129
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