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Using DEMATEL to construct influential network relation map of consumer decision-making in e-marketplace

Published Online:pp 48-72

Prodigious growth of the internet offers companies many chances to implement new business models, which led to the search of novel techniques for conducting effective marketing business and to reinforce their competitiveness in the marketplace. Commerce is now undergoing a revolutionary phase, where the medium of communication between the customer and the merchant is electronic. The cutting edge for business today is e-marketing. Now there is a need to leverage the knowledge of domain experts in evaluating the consumer decision making in the e-marketplace. The purpose of this study is to construct influential network relation map (INRM) of consumer decision making in the e-marketplace. For this decision making trial and evaluation laboratory (DEMATEL) approach is used to investigate the interrelation among perspectives and criteria by the survey of experts. This study provides solutions to improve service quality, optimise source allocation, customise their product/services according to the need of customers and enhance online reputation by increasing customer retention.


: revolutionary; global marketplace; optimise; online reputation; influential network relation map; INRM; DEMATEL.


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