Online reputation management for improving marketing by using a hybrid MCDM model
Introduction
Good corporate reputations establish customer cross-buying intentions by enhancing expected service quality of customers, reducing information costs, and increasing trust and affective commitment [11], [12]. In modern times, companies have to comprehend the actual standing of their products on the Web in that more and more consumers depend on online opinions when making purchasing decisions [14]. Online reviews of products and reviewer related data are considered as one of the most important knowledge base systems originate by online commerce websites [27]. Whereas, anyone can fill out positive or negative comments about a company online whatever the truth is, which can affect people’s perception of reputation for people and organizations. Accordingly, build online reputation was investigated in many researches for internet had been regarded as one of the most important tools for marketing [17], [22]. Moreover, since reputation is a significant determinant of marketing’s influence in businesses, reputation management becomes more critical issue and has been utilized to reduce the risk of negative interaction outcomes in this internationalized world [18]. However, the combination of these two essential concepts is rarely discussed. Online reputation management (ORM), profoundly affecting people and organizations, is thus proposed by this research to provide people and businesses with innovation strategies to manage their reputation online for improving professional services of marketing in this time of network technology.
Consequently, the purpose of this study is to build a decision model of innovation strategy to implement ORM for improving the effects of marketing. This paper shows the specific process of carrying out ORM, the influential weights of criteria for ORM, and evaluating the performances in professional services of marketing under the full consideration of ORM by a hybrid multiple criteria decision making (MCDM) model. Previous studies regarding about ORM focused on considering solely what factors would influence online reputation [1], [22], [35] and reputation management [6], [9], [23]. However, decision making needs consideration of multiple criteria, which are interdependent and feedback in real world. Also, the messages conveyed were simply what factors have influence on ORM and whether the impact was positive or negative. Therefore, these discoveries for building a decision model of ORM to improve professional services of marketing have little contribution to it. In addition, the interrelationship and influential weights among factors of ORM were seldom explored.
To enhance preceding literatures about ORM for constructing a decision model of ORM for improving the effects of marketing, this research proposes a hybrid MCDM model comprising decision making trial and evaluation laboratory (DEMATEL), and DEMATEL-based analytical network process (DANP) to explore marketing based on ORM. We identify the criteria of ORM to establish a MCDM model for improving professional services of marketing through extensive literature review. This study utilizes DEMATEL technique to investigate the interdependent and feedback decision making among criteria to build the network relation map (NRM) by the survey of experts. Innovation strategies for improving the effects of marketing can thus be proposed by the influence values of criteria in NRM. To conquer the problems of dependence and feedback among criteria by using DANP according to the basic concept of analytical network process (ANP), proposed by Saaty [24], the influential weights of ORM’s criteria for improving professional services of marketing can be acquired. We then rank influential weights of criteria to recognize the important ones. Eventually, simple additive weighting is used to evaluate the performances of ORM in professional services of marketing. Published work concerning such a hybrid MCDM model of ORM for improving professional services of marketing is very few. To make up this gap, this research employs an empirical case in professional services of marketing in Taiwan, and provides people and organizations with a useful decision model to manage their online reputation for improving the effects of marketing.
The rest of this paper is arranged as follows: in the next section, to recognize the criteria of ORM literatures are reviewed. Afterwards, a hybrid MCDM model for constructing a decision model of ORM is explained and an empirical case of innovation strategy for improving professional services of marketing is displayed. Eventually, conclusion is presented.
Section snippets
Criteria of ORM for improving professional services of marketing
Ref. [15] argued that companies of professional services can systematically scheme out the marketing of their services for providing value satisfactions to generate and maintain profits of their customers and produce. Moreover, Ref. [25] inspected and verified various measures of value creation and reputation in search shops and found partial support for their hypothesis that higher reputation was associated with higher value creation. ORM is the process of analysis and management for people
Constructing a hybrid MCDM model combined with DEMATEL and DANP
Multiple criteria decision making (MCDM) is used to think multiple criteria at the same time for offering decision makers with a valuable decision model for making the optimal decision [31]. To construct the network relation map (NRM) for issues of MCDM and obtain the influential weights of criteria of the structure, the technique of decision making trial and evaluation laboratory (DEMATEL) and DEMATEL-based analytical network process (DANP) are employed by this research.
Empirical case analysis for improving professional services marketing
In this section, an empirical study is displayed to propose innovation strategies to manage reputation online for improving professional services of marketing. The data collected from experts are analyzed by utilizing a hybrid MCDM model, and the findings are displayed in helpful models for decision making.
Conclusions and remarks
ORM is used in the field of internet marketing as an important tool for professional services of marketing. It has been just developed for several years and investigated that two dimensions of online reputation and reputation management have impacts on it. Also, it is vague how the criteria influence on the two dimensions. Though the understanding of the importance of the criteria can be valuable for professional services of marketing when implementing ORM, the influential weights of criteria
References (35)
Meshworked reputation: publicists’ views on the reputational impacts of online communication
Public Relations Review
(2011)- et al.
Building a good reputation
European Management Journal
(2004) - et al.
Creating the aspired intelligent assessment systems for teaching materials
Expert Systems with Applications
(2011) - et al.
A balanced scorecard approach to establish a performance evaluation and relationship model for hot spring hotels based on a hybrid MCDM model combining DEMATEL and ANP
International Journal of Hospitality Management
(2011) - et al.
A reputation system for wireless mesh networks using network coding
Journal of Network and Computer Applications
(2011) - et al.
Employees: the key link to corporate reputation management
Business Horizons
(2006) Employees’ awareness of their impact on corporate reputation
Journal of Business Research
(2011)- et al.
Segmenting stakeholders in terms of corporate responsibility: implications for reputation management
Australasian Marketing Journal
(2009) - et al.
A survey of trust and reputation systems for online service provision
Decision Support Systems
(2007) - et al.
Warning system for online market research – identifying critical situations in online opinion formation
Knowledge-Based Systems
(2011)
Airline safety measurement using a hybrid model
Journal of Air Transport Management
Systematic analysis of centralized online reputation systems
Decision Support Systems
Marketing’s reputation and influence in the firm
Journal of Business Research
Framing the corporate responsibility-reputation linkage: the case of Tata Motors in India
Public Relations Review
Effects of online news forum on corporate reputation
Public Relations Review
How users’ participation affects reputation management systems: the case of P2P networks
Simulation Modelling Practice and Theory
A DEMATEL method in identifying key success factors of hospital service quality
Knowledge-Based Systems
Cited by (61)
Thermally regenerative electrochemical refrigerators decision-making process and multi-objective optimization
2022, Energy Conversion and ManagementCitation Excerpt :Due to their inherent characteristics, multi-criteria decision-making (MCDM) methods examine various alternatives based on diverse criteria and select the best possible alternative. Due to the ability of MCDM, it is used in various sciences such as computer science [46], medicine [47], risk management [48], business and management [49], and engineering [50,51]. The WASPAS method is one of the most well-known and accurate MCDM methods that rank alternatives accurately.
Identification and ranking of the risk factors involved in PLM implementation
2020, International Journal of Production EconomicsCitation Excerpt :After obtaining the total relation matrix of dimensions and related factors, its further combination with ANP helps to calculate the unweighted supermatrix, weighted matrix, and limit matrix to finalize the influential weights. Detailed mathematical steps for DANP are explained by Hung et al. (2012), Hsu et al. (2013), Gölcük and Baykasoğlu (2016), and Deng et al. (2018). Step 4: Forming the unweighted supermatrix.
Analytic network process: An overview of applications
2020, Applied Mathematics and ComputationSustainable Banking, Performance or Reputation?
2024, Quality - Access to SuccessThe Construction of an Evaluation Index System for Assistive Teaching Robots Aimed at Sustainable Learning
2023, Sustainability (Switzerland)