A two-stage mechanism as a decision support for marketing via customer satisfaction measures

Abstract

In this article, we propose a two stage decision model to aid the marketing team of a company. The decision is based on customers’ satisfaction measures. These measures are related to the different services the company offers to its customers. Thus, they constitute a multi criteria evaluation of the company's performances. The first stage of our proposed mechanism is to purify the services with respect to the criteria. A stochastic multi-criteria acceptability analysis is employed to purify the services. Then a multi-objective mathematical model is utilized to determine the services with more profits. A fuzzy goal programming is applied to solve the multi-objective model. The applicability and validity of the proposed mechanism is illustrated in a case study.

在這篇研究中 ， 我們提出一個兩階段的決策模型去幫助一家公司的行銷團隊 ， 這個決策是基於顧客的滿意度調查 ， 這些調查與公司提供不同的服務給顧客相關 ， 因此 ， 他們對此公司設立一個多準則的績效評估方法。 我們所建議機制的第一階段是用準則去減少提供的服務 ， 利用一個隨機性多準則容許度分析減少提供的服務 ， 接者使用一個多目標的數學模型決定服務性質以得到更高的利潤 ， 一個模糊的目標規劃法應用於解決多目標模型 ， 這個機制的適用性和有效性將透過一個案例分析加以說明。

（*聯絡人 ： [email protected]）

Keywords:

• decision support
• multi-objective mathematical model
• fuzzy goal programming

Keywords:

• 關鍵詞 ： 決策支持;多目標數學模型;模糊目標規劃法

Notes

（*聯絡人 ： [email protected]）