Using a BBWM-PROMETHEE model for evaluating mobile commerce service quality: A case study of food delivery platform

In the age of COVID-19, many governments imposed social distancing, work-from-home, and crowd control measures, which continue to affect economic development and forces service providers to be increasingly reliant on e-commerce and m-commerce platform technology. Moreover, due to the availability of 5G network speeds, cell phone applications and the Internet services have become indispensable for future smart lifestyles, prompting brick-and-mortar businesses to shift their sales models to mobile network operators (MNOs). To popularize the use of m-commerce, it is critical to ensure that service platforms operate well and give the customer what they want. It is thus essential to create a comprehensive and complete performance framework for the evaluation of m-commerce services. In this paper, a hybrid model is developed to explore this issue and the effectiveness and robustness of the model is illustrated by an application to two major food delivery platforms in Taiwan. The Bayesian Best Worst Method (BBWM) is applied to identify the criteria weights and ranks. The judgments of 14 experts are integrated to obtain the optimal group criteria weights. The performance data were obtained from a survey of 210 experienced users of these delivery platforms. The difference between the actual performance of each delivery platform and the aspiration level (AL) was calculated using the modified Preference Ranking Organization Method for Enrichment Evaluations (modified PROMETHEE) to determine an overall score for each delivery platform. A sensitivity analysis was also conducted and comparison made with other Multiple Criteria Decision-Making (MCDM) methods. The results show that information security and privacy, integrity, and mobile transaction service are the most important criteria, with Food Panda performing better than the other mobile food delivery service provider. The proposed evaluation framework is useful for performance evaluation of mobile commerce service quality, and providing effective suggestions to assist decision-makers in creating development strategies.