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

Anil Kumar and Manoj Kumar Dash
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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

International Journal of Strategic Decision Sciences (IJSDS), 2017, vol. 8, issue 1, 27-45

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.

Date: 2017
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