Paper Info
Title
Causal Modelling and Analysis Evaluation of Online Reputation Management Using Fuzzy Delphi and DEMATEL
Abstract
AbstractOnline reputation management ORM is a significant and proactive tool that can reinforce the credibility of the service provider. Literature existing today on this topic has rarely reported on the causal modeling analysis from an ORM perspective. Therefore, the objective of this paper is to build a factor structure of ORM and to build the inter-relationship map amongst the criteria of each factor. To allow for vague human judgment, a fuzzy concept is employed in a form of Fuzzy Delphi. The DEMATEL technique has been used to develop a Network Relationship Map NRM among the criteria of each factor. Data has been gathered through a structured questionnaire conducted with a survey of experts. The study divided the criteria of each factor into cause-effect criteria. Findings of the study show that criteria such as distributed reputation system, trust, online competitive branding, website management, customer relationship, search engine optimization, corporate social responsibility, users' reach, competition/page views, purchase discounted products and cash back or money back fall under the cause group of ORM's factors. The results of this study can not only help service providers to enhance their reputation but can also guide them towards targeting their customers in an online platform.
Year
DOI
Venue
2017
10.4018/IJSDS.2017010103
Periodicals
Field
DocType
Volume
Customer relationship management,Economics,Reputation system,Credibility,Search engine optimization,Knowledge management,Service provider,Page view,Causal model,Reputation
Journal
8
Issue
ISSN
Citations 
1
1947-8569
2
PageRank 
References 
Authors
0.36
26
2
Name
Order
Citations
PageRank
Kumar, A.164.48
Manoj Kumar Dash2114.20