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Product acceptance: service preference based on e-service quality using g-rough set theory

Author

Listed:
  • Mohammad Ehsan Souri
  • Reza Sheikh
  • Fatemeh Sajjadian
  • Shib Sankar Sana

Abstract

Nowadays, the competitive environment of e-services companies has made them deliver high quality of services. In fact, the perceived quality of e-services by consumers which determines their behaviour towards products is defined as product acceptance. Consumers have a powerful potential to pass their experiences to other consumers. In this regard, this study intends to detect the rules determining the behaviour of consumers in product acceptance based on the perceived quality of e-services. Accordingly, 407 questionnaires were distributed among online retailers' consumers and then grey rough set theory was applied to analyse them. Perceived quality dimensions and net promoter score (NPS) were determined as the condition and decision attribute, respectively. Finally, the six rules determining the behaviour of consumers were extracted through the data analysis process. Furthermore, the results showed that efficiency, system availability, fulfilment, responsiveness, and contact are the most important factors determining product acceptance.

Suggested Citation

  • Mohammad Ehsan Souri & Reza Sheikh & Fatemeh Sajjadian & Shib Sankar Sana, 2021. "Product acceptance: service preference based on e-service quality using g-rough set theory," International Journal of Industrial and Systems Engineering, Inderscience Enterprises Ltd, vol. 37(4), pages 527-543.
    • Handle: RePEc:ids:ijisen:v:37:y:2021:i:4:p:527-543
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    Cited by:

    1. Lei Yan & Jianhao Gao & Shuang Wang & Shandong Mou & Guangye Xu & Haiyan Wang, 2023. "Product Quality Matching Strategy in a Dual-Channel Supply Chain: A Perspective From Mental Accounting Theory in Behavioral Finance," SAGE Open, , vol. 13(2), pages 21582440231, May.

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