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How customers select online transportation platforms: An ISM based model
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A. H. Taher   , M. R. Ramazanian , M. Akbari , S. R. Safavi Mirmahalleh |
| Management Department, Faculty of Management and Economics, University of Guilan, Rasht, Iran |
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Abstract: (53 Views) |
Identifying the factors affecting the selection of online transportation platforms and their ranking is a topic that has received much attention in the field of urban transportation and information technology, especially in the last decade. By identifying and ranking these factors, the quality and performance of online transportation platform services can be improved. The purpose of this research is to identify the factors affecting the selection of online transportation platforms and their ranking. In this study, a Interpretive - Structural approach has been used to classify factors. This research is applied in terms of purpose and descriptive-survey in terms of study and data collection. The study population is experts, managers, and specialists of online transportation platforms, with a sample size of 16 people. The sampling method is available sampling. First, by studying previous research, the indicators and criteria affecting the selection of online transportation platforms were identified, and then a questionnaire of factors affecting the selection of online transportation platforms was designed. This questionnaire was distributed among experts, managers and specialists active in the field of online transportation platforms. This questionnaire was distributed among experts, managers and specialists active in the field of online transportation platforms. They were then leveled using interpretive structural modeling. Based on the results, the factors of the level of security perception and commitment and responsibility of the company were placed at the first level. User satisfaction, time saving, innovation and up-to-dateness are the second level and accessibility is the third level. Also, based on the analysis of the influence-dependency of the variables of user-friendliness, time-saving as an independent variable; the variables of sense of security and commitment and responsibility of the company as dependent variables; also the variable of ease of access as an independent variable and also the variable of innovation and being up-to-date as a linked variable. The results showed that the factors of ease of access to the platform, control, innovation, and platform up-to-dateness are keys in the selection of online transportation platforms by customers in Iran and should be prioritized.
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| Keywords: Platform, Online transport, Influencing factors, Leveling, Customer |
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Full-Text [PDF 446 kb]
(26 Downloads)
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Type of Study: Applicable |
Subject:
General
Received: 2024/05/10 | Accepted: 2024/08/15
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