Fuzzy quality attributes for evaluating internet marketing system performance
By: SHIH, Ya-Yueh
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Contributor(s): HU, Jan-Shiun.
Material type: 
ArticlePublisher: Oxfordshire, UK : Routledge, November-December 2008Total quality management and business excellence 19, 11-12, p. 1219-1234Abstract: Electronic commerce (EC) is an important issue both for research and in the real business world. In addition, the Internet is a new and rapidly growing marketing channel for companies developing B2B (Business to Business) or B2C (Business to Customers) electronic commerce. To obtain rewards from EC, dot-com companies should develop their marketing performance effectively to attract customers' attention toward purchasing goods and to provide satisfying service for customers on the Internet. But not all the dot-com companies are successful, many factors will affect the enterprise operation. Thus, the purpose of this paper is to establish a multiple attribute decision-making (MADM) framework for assessing and evaluating the marketing performance of Internet bookstore companies in Taiwan. Based on the hierarchical structure, a mixed MADM method with non-additive and additive fuzzy measurement is used to show the relative importance of quality attributes. Seven real cases are then used as illustrative the alternatives to demonstrate the synthesis decisions under the application of a mixed mode of both MADM methods. The study shows that the safety of the payment mechanism is the most important quality attribute to develop marketing performance. Furthermore, several practical implications and recommendations are also discussed
Electronic commerce (EC) is an important issue both for research and in the real business world. In addition, the Internet is a new and rapidly growing marketing channel for companies developing B2B (Business to Business) or B2C (Business to Customers) electronic commerce. To obtain rewards from EC, dot-com companies should develop their marketing performance effectively to attract customers' attention toward purchasing goods and to provide satisfying service for customers on the Internet. But not all the dot-com companies are successful, many factors will affect the enterprise operation. Thus, the purpose of this paper is to establish a multiple attribute decision-making (MADM) framework for assessing and evaluating the marketing performance of Internet bookstore companies in Taiwan. Based on the hierarchical structure, a mixed MADM method with non-additive and additive fuzzy measurement is used to show the relative importance of quality attributes. Seven real cases are then used as illustrative the alternatives to demonstrate the synthesis decisions under the application of a mixed mode of both MADM methods. The study shows that the safety of the payment mechanism is the most important quality attribute to develop marketing performance. Furthermore, several practical implications and recommendations are also discussed
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