Using Fuzzy theory to Explore the Appropriateness of Customer-Oriented E-Service Cooperation

Today, service industry has become the economic core of each country. Recently, the concept of e-service extends the business model of electronic commerce. This research attempts to investigate alliance of e-service from customer perspective. This research utilizes the concept of Allee (2000) to construct the value network of cooperation. We aim to consider customer assessment for all features (e.g., score and weight) and use them as the basis for e-service cooperation. This work uses Fuzzy theory to collect customer perception of value in an accurate way. The goals of this research are (1) using value network to present the value among e-service providers and customers, (2) utilizing Fuzzy theory to determine the score and weight for e-service cooperation and (3) exploring the appropriateness of customer oriented e-service cooperation.