a comparative evaluation of e-marketing services of aquachoupal and traditional marketing system: an analytical hierarchy process method

摘要

Electronic marketing (e-marketing) attracts many rural developmental agencies to deploy websites for marketing agricultural and aquacultural produce. Quality of service is very important for such organizations yet very difficult to assess due to its diversity, complexity and intangible nature. In this study, we propose a method based on the Analytical Hierarchy Process method to assess the change in service quality in aquaculture marketing as a result of e-marketing system. In order to evaluate e-marketing service in aquaculture we conduct a study on aquachoupal model in West Godavari and East Godavari district, Andhra Pradesh, India. Evaluating, e-marketing induced service quality changes, the two candidate alternatives were service quality under the aquachoupal model and the service quality under the traditional marketing system in aquaculture. The opinions of 88 shrimp farmers on service quality dimensions have been investigated by means of a survey questionnaire. The aquachoupal model receivesthe highest priority 64 per cent and traditional system receives 36 per cent of weights. The result shows that there has been significant improvement in service quality in aquaculture as a result of e-marketing.