Electronic commerce marketing-based social networks in evaluating competitive advantages using SORM

Abstract

Electronic commerce (e-commerce) base on social networks marketing in the highly competitive environment that must improve service quality and customer loyalty to impact on their competitive advantage, which is most important. Therefore, this study will explore the different dimensions of service quality that affect the antecedents of customer loyalty and behaviour in electronic store (e-store). The framework of study is constructed based on the stimulus-organism-response (S-O-R) theory, wherein dimensions of service quality correspond to stimulus, antecedents of customer loyalty to an operation, and customer loyalty to response that explore the influence of the dimensions between. Our study found that: 1) the result of the DEMATEL-based ANP (DANP) research method shows that the service quality dimension of the quality of electronic services (QES) is a driving factor that affects the service quality dimensions of SERVQUAL, as well as the antecedents of customer loyalty and behaviour intention; 2) a customer's affective commitment can influence their satisfaction with a service.