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

Authors: Hamed Fazlollahtabar; Ermia Aghasi

Addresses: Faculty of Industrial Engineering, Iran University of Science and Technology, Hengam Street, P.O. Box 16846, Tehran, Iran; Niroogostar Energy Optimization Research Group, Tehran, Iran ' Department of Executive Management, Faculty of Human Sciences, University of Guilan, Tehran Road, Rasht, Iran

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.

DOI: 10.1504/IJSOM.2014.057994

International Journal of Services and Operations Management, 2014 Vol.17 No.1, pp.38 - 49

Published online: 17 Jun 2014 *

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