Developing a comprehensive service quality model for online to offline e-commerce platforms using a hybrid model

IF 3.7 4区管理学 Q2 BUSINESS Electronic Commerce Research Pub Date : 2024-01-10 DOI:10.1007/s10660-023-09773-7

QiGan Shao, James J. H. Liou, SungShun Weng, HongBo Jiang, Ting Shao, ZhenWen Lin

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Abstract

One of the impacts of the COVID pandemic has been to force people to find alternates sources for daily supplies, turning to online to offline (O2O) platforms. The service quality of the O2O platform naturally affects the satisfaction which in turn has an impact on customer retention. The aim of this study is to evaluate the service quality of O2O platform to find strategies to improve consumer satisfaction. This study proposed a hybrid RS-DANP-CoCoSo model, which applies the rough set (RS) method to obtain the factors which influence the service quality of O2O platforms. The Analytic Network Process based on the Decision-making Trial and Evaluation Laboratory method (DANP) is applied to obtain the relationships and weights of the factors. The results indicate that empathy, social interaction and recommendation quality are the three most important factors. The practicability of our evaluation model is verified using the combined compromise solution (CoCoSo) method to evaluate the service quality of four O2O platforms in China. The hybrid model proposed in this study is applied to evaluate and diagnose online consumer satisfaction levels, providing personalized solutions for merchants to improve services. Finally, management implications based on the findings are also discussed.

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利用混合模型为线上到线下电子商务平台开发综合服务质量模型

COVID 大流行的影响之一是迫使人们寻找其他日常用品来源，转向线上到线下（O2O）平台。O2O 平台的服务质量自然会影响满意度，而满意度反过来又会影响客户保留率。本研究旨在评估 O2O 平台的服务质量，从而找到提高消费者满意度的策略。本研究提出了一个 RS-DANP-CoCoSo 混合模型，该模型应用粗糙集（RS）方法来获取影响 O2O 平台服务质量的因素。应用基于决策试验和评价实验室方法（DANP）的分析网络过程来获取各因素的关系和权重。结果表明，同理心、社交互动和推荐质量是三个最重要的因素。在对中国四家 O2O 平台的服务质量进行评价时，使用了组合折中方案（CoCoSo）方法，验证了我们的评价模型的实用性。本研究提出的混合模型可用于评估和诊断在线消费者满意度水平，为商家改善服务提供个性化解决方案。最后，还讨论了基于研究结果的管理启示。

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来源期刊

Electronic Commerce Research Multiple-

CiteScore

7.50

自引率

12.80%

发文量

期刊介绍： The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res