Applying FAHP to Determine the Factors Influencing the Service Quality of Online Group Buying in Taiwan

This study primarily aims to apply FAHP method in identifying the service quality Taiwanese shoppers seek in online group buying. Specifically, this study intends to determine which factors influence the service quality of online group buying. The sample comprises 21 respondents who participated in...

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Bibliographic Details
Published in:Review of Integrative Business and Economics Research 2019-01, Vol.8, p.253
Main Authors: Cho, Tsai-Lun, Liao, Hsiu-Li
Format: Article
Language:English
Subjects:
Buying
Compensation
Consumer behavior
Consumers
Customer services
Efficiency
Electronic commerce
Fuzzy sets
Internet
Management science
Marketing
Privacy
Purchasing
Quality of service
Retail stores
Shopping
Socialization
Studies
Textile research
Web portals
Websites
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Summary:This study primarily aims to apply FAHP method in identifying the service quality Taiwanese shoppers seek in online group buying. Specifically, this study intends to determine which factors influence the service quality of online group buying. The sample comprises 21 respondents who participated in a survey designed to weigh seven different factors service quality through FAHP. Findings demonstrate that the order of factors by weight is efficiency > contact > compensation > fulfillment > responsiveness > system availability > privacy. Efficiency, contact, and compensation are the key factors affecting the service quality of online group buying in Taiwan. This study assists Taiwanese practitioners to develop better market strategy by explaining the factors influencing online group buying of Taiwanese shoppers.
ISSN:2414-6722
2304-1013