E-Satisfaction Estimation: A Comparative Analysis Using AHP and Intuitionistic Fuzzy TOPSIS

Kumari Anshu (Amity University, Noida, India) and Loveleen Gaur (Amity University, Noida, India)
Copyright: © 2019 |Pages: 87
EISBN13: 9781522597056|DOI: 10.4018/JCIT.2019040105
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Abstract

In this competitive atmosphere, internet marketing serves as an effective alternate trade network that businesses can focus on to get direct access to their target customers. Online buying facilitates shoppers to purchase goods and services right away from the merchants over the internet and without human interference. Consumers find produce of their preference with just click of a button. A complete series of merchandise from various dealers with their prices get exhibited to the buyers for their choice. But, is competitive prices and good product features sufficient for the buyers for their buying decisions? This article attempts to answer this ambiguous condition and try to realize the vital aspects for buyers' satisfaction. A customer satisfaction index (ECCSI) is studied to comprehend the features of online satisfaction and with a comparative analysis using analytical hierarchy process (AHP) and intuitionistic fuzzy TOPSIS (IFT), these different e-satisfaction indices are ranked to get an overall view of preferences of the customers.
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