... work provides a novel approach to analyze customer preference and WTP of the DSC systems. This alternative method simplifies the procedure for investigating and estimating price sensitivity, especially when the online and offline prices affect customer WTP and channel preferences nonlinearly...

... – This study deploys AHP in which the decision problem is broken down into hierarchy; thus customer preference involves the structuring of a hierarchy in terms of the overall objective, the selection criteria and the decision alternatives. AHP technique allows pairwise comparisons to be made among...