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

Charmine Sheena Saflor (), Klint Allen Mariñas (), Princess Alvarado, Anelyn Baleña, Monica Shane Tanglao, Yogi Tri Prasetyo, Jazmin Tangsoc and Ezekiel Bernardo
Additional contact information
Charmine Sheena Saflor: Department of Industrial Systems Engineering, De La Salle University, Manila 1004, Philippines
Klint Allen Mariñas: School of Industrial Engineering and Engineering Management, Mapua University, Manila 1002, Philippines
Princess Alvarado: Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines
Anelyn Baleña: Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines
Monica Shane Tanglao: Department of Industrial Engineering, Occidental Mindoro State College, San Jose 5100, Philippines
Yogi Tri Prasetyo: Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li, Taoyuan City 32003, Taiwan
Jazmin Tangsoc: Department of Industrial Systems Engineering, De La Salle University, Manila 1004, Philippines
Ezekiel Bernardo: Department of Industrial Systems Engineering, De La Salle University, Manila 1004, Philippines

Sustainability, 2024, vol. 16, issue 11, 1-31

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.

Keywords: ISPs; TOPSIS; SEM; ANN (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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