Using DEMATEL to Build Decision Model of Online Reputation Management for Improving the Services of Marketing

Abstract

Online Reputation Management (ORM) is very important factor for any company in online retail industry but very little amount of work has been done by the researchers in this context. Taking into consideration online reputation, reputation management, online communication, social aspect, online ranking, incentives and post purchase service, this study utilised DEMATEL (Decision-Making Trial and Evaluation Laboratory) build an Influence Network Relation Map (INRM) model of these Online Reputation Management's factors for improving the online services of marketing. Data is collected through structured questionnaire by survey of experts. The results showed that online reputation is the most important factors followed by reputation management and social aspect is least important according given experts' opinions. The study also found out the impact within the factors and divided all factors into two groups i.e. cause group and effect group. The output of the study can help online retailers to make their online marketing strategies more effective to target and segmentation their customers.