Causal modelling and analysis evaluation of online reputation management using Fuzzy Delphi and DEMATEL
Journal article
Kumar, Anil and Dash, Manoj Kumar 2017. Causal modelling and analysis evaluation of online reputation management using Fuzzy Delphi and DEMATEL. International Journal of Strategic Decision Sciences. https://doi.org/10.4018/IJSDS.2017010103
| Authors | Kumar, Anil and Dash, Manoj Kumar |
|---|---|
| Abstract | Online 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. |
| Keywords | Fuzzy Delphi; DEMATEL; Influential Network Relation Map (INRM); Online Reputation Management (ORM); Multi-Criteria Decision Making (MCDM) |
| Year | 2017 |
| Journal | International Journal of Strategic Decision Sciences |
| Publisher | IGI Global |
| ISSN | 1947-8569 |
| 1947-8577 | |
| Digital Object Identifier (DOI) | https://doi.org/10.4018/IJSDS.2017010103 |
| Web address (URL) | http://hdl.handle.net/10545/623340 |
| hdl:10545/623340 | |
| Publication dates | Jan 2017 |
| Publication process dates | |
| Deposited | 21 Jan 2019, 14:28 |
| Accepted | 12 Feb 2017 |
| Rights | Archived with thanks to International Journal of Strategic Decision Sciences |
| Contributors | BML Munjal University, Indian Institute of Information Technology and Management, Gwalior, School of Management, BML Munjal University, Gurgaon, India and Behavioural Economics Experiments and Analytics Laboratory, Indian Institute of Information Technology and Management, Gwalior, India |
| File | File Access Level Open |
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