Employing MCDM Methodology to Verify Correlationship between Social Media and Service Quality in the Dynamic M-commerce Era

Abstract

This research innovatively employs Quality Function Deployment model of House of Quality method (QFDHOQ) model to identify the most potential and influenced determinants of Social Media (SM) technology in order to provide the highest service quality in customer’s purchasing processes through comprehensively evaluate the SM technologies functions of customer’s desired (WHATs) and the SM technological services of company provided (HOWs). Specifically, in terms of the decrement of the linguistic amphiboly of surveyed questionnaires, multiple criteria decision making (MCDM) methodology and fuzzy-set qualitative comparative analysis (fsQCA) approach are hierarchically cross-employed in the compared assessable statistics and measurements of QFD-HOQ model. As a result of a series of evaluated measurements, the most influenced five determinants of corporate SM technological services, including multiple device accessibility service, the content reality service, the individualizational service, the keyword-search engine service and identity feature service that are able academically to re-supply SM research gap related to this research topic as well as to empirically provide practical suggestions in corporate empirical m-commerce strategies.