Developing e-store marketing strategies to satisfy customers' needs using a new hybrid gray relational model

Abstract

With the increasing popularity of online shopping services, e-stores are experiencing ever more fierce competition. Thus, it is imperative that managers take steps to improve their services and ensure customer loyalty, and this can only be done by understanding their customers' needs and developing appropriate marketing strategies. Therefore, the aim of this paper is to propose a new hybrid gray relational model to enhance strategies by adopting innovation and creativity to achieve the aspiration level in each dimension/criterion of satisfying/promoting human life and convenient service. This new hybrid gray relational model, which can improve the performance of each criteria to close the aspiration level of each reference point, will address interdependent problems among dimensions/criteria in the real world and provide feedback. More specifically, a DANP (DEMATEL-based ANP) and a gray relational assessment model will be combined to produce an influential network relationship map (INRM), showing the influential weights and gaps between the actual performance and the level of aspiration. As such, the contribution made by this research will be to produce the best strategies for e-store managers to improve their business model in order to meet customers' needs, encourage them to repurchase, and to enable stores to provide the most effective and efficient service for their customers.

Multicriteria Decision Analysis to Develop Effective Sustainable Development Strategies for Enhancing Competitive Advantages: Case of the TFT-LCD Industry in Taiwan

“…The modified VIKOR method was then used to calculate the ratio of the gap between the real performance kj f and the aspiration level Finally, the problems of each program were determined through the modified VIKOR method (If the gap value of a criterion is larger, the problems are more acute and should receive priority for improvement). The INRM was applied to determine the crux criterion through path analysis of influential directions among criteria to identify the cause of the problem and to determine how to formulate improvement strategies through systematics [29] to avoid the "stop-gap piecemeal practice" [30,31,33,[92][93][94][95].…”

“…In this study, the DANP-V model was executed in four phases [31]: the first phase was a pretest of the measures in the framework, the second phase established the comprehensive, influential network diagram, the third phase entailed determining the correct training value of IWs, and the fourth phase involved programs for developing improvement strategies, as shown in Figure 2. …”

“…The global weights can also be obtained using the influence relation matrix through these hybrid methods [28]. Because the influence level is a characteristic of the weights, this study referred to these as the IWs of DANP [28][29][30][31][32][33][92][93][94][95]. The modified VIKOR method was then used to calculate the ratio of the gap between the real performance f kj and the aspiration level f aspired j in the alternative k pk " 1, 2, ..., Kq of criterion j pj " 1, 2, ..., nq; that is r kj " p| f aspired j´f kj |q{p| f aspired j´f worst j |q such that the calculations of the IWs are integrated among various programs.…”

Use of hybrid MCDM model in evaluation for cloud service application improvement

“…The ANP, introduced by Saaty [17], mainly reduce the restrictions associated with the analytic hierarchy process (AHP) method to determine the relationship between nonlinear and complex networks in an attempt to build a solution. Ultimately, this research will combine DEMATEL technology ANP methods to resolve the dependency and feedback problems of the relationships between the guidelines [18,19].…”

Exploring the best strategy plan for improving the digital convergence by using a hybrid MADM model

“…These combined processes comprise the proposed a hybrid MADM model. This model has numerous applications such as exploring smart phone improvement (Hu et al 2014), evaluating suppliers (Liou et al 2014), probing organization performance (Chen, Tzeng 2015), implementing business-to-business m-commerce (Lu et al 2015b), e-commerce (Chiu et al 2013(Chiu et al , 2014, outsourcing providers (Hsu et al 2013(Hsu et al , 2012, glamor stock (Shen et al 2014), RFID (Lu et al 2013), and tourism development, including metro-airport connection services (Liu et al 2013b), increasing cruise ticket sales by travel agencies (Liu et al 2013a), and improving tourism policies (Liu et al 2012). These types of integrated models can facilitate decision-making, be used to identify ineffective policies and directions, and improve causality so that mistakes resulting from the pursuit of incorrect improvement directions can be avoided.…”