Browsing by Author "Chiu, Wan-Yu"

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A new hybrid MCDM model combining DANP with VIKOR to improve e-store business
(2013-01-01)
Chiu, Wan-Yu
;
Tzeng, Gwo-Hshiung
;
Li, Han-Lin
;
科技管理研究所
;
資訊管理與財務金融系註：原資管所+財金所
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 Vlsekriterijumsko 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. Crown Copyright (C) 2012 Published by Elsevier B.V. All rights reserved.
A new hybrid MCDM model combining DANP with VIKOR to improve e-store business
(2013-01-01)
Chiu, Wan-Yu
;
Tzeng, Gwo-Hshiung
;
Li, Han-Lin
;
科技管理研究所
;
資訊管理與財務金融系註：原資管所+財金所
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 Vlsekriterijumsko 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. Crown Copyright (C) 2012 Published by Elsevier B.V. All rights reserved.
Improving the E-Store Business Model for Satisfying Customers' Needs Using a Hybrid MCDM Combined DANP with Grey Relational Model
(2010)
Chiu, Wan-Yu
;
Tzeng, Gwo-Hshiung
;
Li, Han-Lin
;
資訊管理與財務金融系註：原資管所+財金所
;
Department of Information Management and Finance
The current paper aims to qualitatively and quantitatively measure and evaluate e-store index criteria used to achieve the aspired levels for satisfying customers' needs. Such research should help e-store managers understand customers' feelings and requirements for improving the e-store business. Therefore, in the current approach, we use a hybrid MCDM model to address the dependent relational problems among the criteria. Specifically, we combine DANP (DEMATEL-based ANP) and grey relation analysis (GRA) methods to calculate the relative importance weights and relation of the criteria between interdependence and feedback. We also propose a strategy to improve the criteria gap for closing to the aspired levels of human life and convenient service. As such, this research can provide e-store managers with an understanding of how to improve business models in order to achieve consumers' needs and promote more repurchases and enable them to devise the best marketing strategies to provide the most effective and efficient service for their customers.