An integrated analysis of critical factor selection and service quality evaluation for shopping platform services

Nowadays, online and television (TV) shopping platforms, such as the shopping platform service, are becoming extremely popular. Despite these technological advances, there are some disputes resulting from the misunderstanding between real products and virtual ones. Consequently, many traditional physical sellers have been transforming their businesses to sell goods on TV. In recent years, the development of internet — applied shopping, such as MOD (Multimedia on Demand) in Taiwan, has brought shopping platform services to another new milestone. Shopping platform services have no limitations in relation to showcase space and business closing times. Therefore, shopping platform services are becoming more important than ever. Understanding customers' attitudes about shopping platforms efficiently helps shopping platform service providers to improve their service qualities and increase their market size. In this study, a novel MCDM (Multiple Criteria Decision Making) approach is used to solve the decision of service quality for shopping platform services. By applying this analytical process, this study determines the critical factors of shopping platform services that customers care about and identifies the service aspects/criteria and their corresponding service strategy groups.