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Causal Modelling and Analysis Evaluation of Online Reputation Management Using Fuzzy Delphi and DEMATEL

Author

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  • Anil Kumar

    (School of Management, BML Munjal University, Gurgaon, India)

  • Manoj Kumar Dash

    (Behavioural Economics Experiments and Analytics Laboratory, Indian Institute of Information Technology and Management, Gwalior, India)

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.

Suggested Citation

  • Anil Kumar & Manoj Kumar Dash, 2017. "Causal Modelling and Analysis Evaluation of Online Reputation Management Using Fuzzy Delphi and DEMATEL," International Journal of Strategic Decision Sciences (IJSDS), IGI Global, vol. 8(1), pages 27-45, January.
    • Handle: RePEc:igg:jsds00:v:8:y:2017:i:1:p:27-45
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    Cited by:

    1. Qixiang Wang & Xiaobo Wang, 2022. "An Expert Decision-Making System for Identifying Development Barriers in Chinese Waste Electrical and Electronic Equipment (WEEE) Recycling Industry," Sustainability, MDPI, vol. 14(24), pages 1-26, December.
    2. Peng Li & Ju Liu & Cuiping Wei, 2020. "Factor relation analysis for sustainable recycling partner evaluation using probabilistic linguistic DEMATEL," Fuzzy Optimization and Decision Making, Springer, vol. 19(4), pages 471-497, December.
    3. Michael Huber & Nikola Komatina & Vladan Paunović & Snežana Nestić, 2023. "Analysis of the Relationship between the Organizational Resilience Factors and Key Performance Indicators’ Recovery Time in Uncertain Environments in Industrial Enterprises," Mathematics, MDPI, vol. 11(14), pages 1-19, July.
    4. Kumar, Anil & Luthra, Sunil & Khandelwal, Dinesh Kumar & Mehta, Rajneesh & Chaudhary, Nityanand & Bhatia, Sukhdev, 2017. "Measuring and improving customer retention at authorised automobile workshops after free services," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 93-102.
    5. Aleksandar Aleksić & Snežana Nestić & Michael Huber & Nikolina Ljepava, 2022. "The Assessment of the Key Competences for Lifelong Learning—The Fuzzy Model Approach for Sustainable Education," Sustainability, MDPI, vol. 14(5), pages 1-15, February.
    6. Sangita Choudhary & Anil Kumar & Sunil Luthra & Jose Arturo Garza‐Reyes & Simon Peter Nadeem, 2020. "The adoption of environmentally sustainable supply chain management: Measuring the relative effectiveness of hard dimensions," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3104-3122, December.

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