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

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.

Evaluating Innovation Capabilities of Real Estate Firms: A Combined Fuzzy Delphi and Dematel Approach

“…In order to overcome this issue, the fuzzy Delphi method is adopted using fuzzy logic as introduced by Ishikawa et al (1993). With the help of a fuzzy Delphi method, the experts' responses are converged by using fewer survey rounds and effectively accounting for ambiguity and uncertainty in their responses (Hanine et al 2016;Kumar, Dash 2017b). DEMATEL is utilized to develop a network relationship map among them.…”

“…To integrate expert judgment into the process for finalizing the evaluation capabilities, a fuzzy Delphi method (FDM) is employed. FDM has the potential to reduce the problem of fuzzy human thoughts and low level of accuracy (Ishikawa et al 1993;Wu 2012;Kumar, Dash 2017b). But in current literature, no research has investigated a Delphi method with fuzzy theory to choose the technological innovation and human resource innovation capabilities for real estate firms; DEMA-TEL has not previously been used to establish the inter-relationships among the selected capabilities (Wu, Tsai 2012;Kumar, Dash 2016).…”

Mapping the human resource focused enablers with sustainability viewpoints in Indian power sector

“…4 experts (50 percent) were from hydro power, 2 experts (25 percent) were from thermal power, 1 (12.5 percent) from wind energy and 1 (12.5 percent) from a nuclear energy organization. Group decisions can be affected by the size of the group and to ensure validation of group decisions, 5-20 expert opinions are required (Anderson et al 2001;Kumar and Dash, 2017;Gardas et al, 2018). Their feedback on a scale of 1-5 were meticulously recorded along with extensive details of experts related to the domain, designation and work experience as given in Table 1.…”

“…These elements have the power to define an organization's existence. Properly satisfied, they can define an organization's brand (Kumar and Dash, 2017;Ivanaj et al, 2018). Since these are end needs representing all the enablers which influence them, employees satisfied with these parameters will be content with all the other lower level elements.…”

Investigating the role of social media in polio prevention in India: a Delphi-DEMATEL approach

“…Such relationships can also be converted into a visual structural model (Wu, 2008). Combined with Delphi, DEMATEL is widely used in literature in different fields, including technology selection (Shen et al, 2011), logistics systems (Tzeng & Huang, 2012;Govindan & Chaudhuri, 2016), green supply chain management (Tseng et al, 2016;Wu et al, 2016), online reputation management (Kumar & Dash, 2017). Table 1 summarises the studies that applied Delphi or DEMATEL in the healthcare context.…”