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Title
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A New Approach for Customer's Satisfaction Measurement of Electronic Shops FMADM Method
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Type
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JournalPaper
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Keywords
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customers' satisfaction measurement, Electronic Shop, FMADM, Fuzzy approach
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Abstract
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Value creation and gaining sustainable competitive advantage and strategic superior have caused to pay attention to the customers and their satisfaction. It is shown that sailing un cyber space and information and communication technology have an essential role in improve and decline of electronic shopping. This paper presents a new approach for Customer Satisfaction Measurement (CSM) of electronic shopping by FMADM (Fuzzy Multi Attribute Decision Making) method. For this goal, we extract the customers' satisfaction metrics based-on Yi model. Afterward we present a five-step approach to measure the electronic shopping customers' satisfaction by FMADM method. Since many of our data are qualitative and such data might be ambiguous, we transform the qualitative terms into quantitative term by using the fuzzy collections. This include identifying and prioritization the key factors in increasing customers' satisfaction. This process is adopted shopping centers in Iran and customers' satisfaction measurement are presented on 3-D diagram.
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Researchers
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A. Bayat (Second Researcher), P. Ahmadi (Fifth Researcher), Isa Nakhai Kamalabadi (Fourth Researcher), A. Ebrahimi (Third Researcher), Abouzar Zangoueinezhad (First Researcher)
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