Towards Sustainable Internet Service Provision: Analyzing Consumer Preferences through a Hybrid TOPSIS–SEM–Neural Network Framework

Author:

Saflor Charmine Sheena12ORCID,Mariñas Klint Allen3ORCID,Alvarado Princess2,Baleña Anelyn2,Tanglao Monica Shane2,Prasetyo Yogi Tri4ORCID,Tangsoc Jazmin1,Bernardo Ezekiel1ORCID

Affiliation:

1. Department of Industrial Systems Engineering, De La Salle University, Manila 1004, Philippines

2. Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines

3. School of Industrial Engineering and Engineering Management, Mapua University, Manila 1002, Philippines

4. Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li, Taoyuan City 32003, Taiwan

Abstract

In our increasingly digital world, grasping consumer preferences for internet service providers (ISPs) is paramount. This study was conducted in Occidental Mindoro, Luzon, the Philippines, and surveyed 280 respondents across ten municipalities with 81 in-person and online questionnaires. The research focused on twelve latent variables: internet speed, assurance, tangibility, responsiveness, reliability, empathy, data privacy, service quality, value-added services, price, customer satisfaction, and customer loyalty. Methods such as Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), Structural Equation Modeling (SEM), and an Artificial Neural Network (ANN) were integrated for the analysis. The study utilized TOPSIS to rank ISPs based on Service Quality (SERVQUAL) parameters, followed by SEM to delve into variable connections affecting preferences, and through as ANN, consumer behavior and loyalty were predicted. The SEM–ANN results revealed that assurance, responsiveness, empathy, and data privacy directly impacted service quality. Moreover, a significant correlation was found between customer satisfaction and service quality, influencing further customer loyalty alongside pricing. By integrating these methodologies, the study provides a comprehensive understanding of ISP preferences and emphasizes service quality as the most significant factor in industry decision-making.

Publisher

MDPI AG

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