MODEL OF INTERRELATION AMONG E-SERVICE QUALITY FACTORS: CASE STUDY IN ONLINE BUSINESS OF BANGLADESH

Nowadays the online business of Bangladesh has become very popular to customers due to its salient features on the global market. To achieve a higher level of customer satisfaction, e-service quality must be improved. Although, some studies have focused on the identification of the e-quality factors in case of developed countries, modeling the interrelationship among factors is not done yet for the online business of developing countries like Bangladesh. This study proposes a structured framework based on the Delphi and grey DEMATEL approach to identify such factors and model the causal relationship among them. A total of 9 e-quality factors were identified through literature review and by conducting a survey of different online shoppers. Then, grey DEMATEL approach was anticipated to examine their interrelationship and to prioritizatize them. The results showed the cause and effect factors and their prominence. Among all factors, "reliance" got high priority which was followed by "responsiveness".