An integrated stochastic multi-criteria acceptability analysis and mathematical optimisation for service marketing

Hamed Fazlollahtabar and Ermia Aghasi

International Journal of Services and Operations Management, 2014, vol. 17, issue 1, 38-49

Abstract: In this paper, an integrated decision model is proposed to aid the marketing team of a company to improve the services. The decision is based on customers' satisfaction measures being related to the different services the company offers to its customers. Thus, a multi criteria (MC) evaluation of the company's performances based on different satisfaction measures is formed. Here, a two stage mechanism is proposed. First, the service purification with respect to some criteria is performed. Due to dynamism of the market changes and customers' opinions, a stochastic multi-criteria acceptability analysis (SMAA) is employed to purify the services. Then, a non-linear mathematical program is utilised to determine the services with more profits. The applicability and validity of the proposed model is illustrated in a case study.

Keywords: customer measures; stochastic multicriteria acceptability analysis; SMAA; mathematical optimisation; decision making; decision modelling; customer satisfaction; service marketing. (search for similar items in EconPapers)
Date: 2014
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