Title: A multi-criteria and statistical framework for measuring and analysing customers' experience

Authors: Evangelia Krassadaki; Nikolaos F. Matsatsinis

Addresses: School of Production Engineering and Management, Technical University of Crete, Chania, 73100, Greece ' School of Production Engineering and Management, Technical University of Crete, Chania, 73100, Greece

Abstract: A multi-criteria and statistical framework for measuring and analysing experience of customers is presented in this paper. It is based on a pre- and post-experience measurement, which is expressed by the same group of customers. The four-step methodological framework utilises the multi-criteria method MUSA in conjunction with the non-parametric Wilcoxon signed-rank test and proposes a set of indices and further results. The basic advantages of the proposed methodological framework are: It examines the pre- and post-experience, it considers the qualitative form of customers' preference, assessment, etc., it analyses experience as multi-criteria aspect, it utilises multi-criteria analysis methods, and it combines the results of two different approaches (optimisation and inference statistics). Furthermore, the development of a set of quantitative indices and a perceptual map confirm the effective support of the experience evaluation problem. The paper presents an example that demonstrates the implementation process of the methodology.

Keywords: multicriteria analysis; customer experience analysis; MUSA method; non-parametric Wilcoxon signed-rank test; decision support systems; DSS; multicriteria satisfaction analysis; customer satisfaction.

DOI: 10.1504/IJDSS.2015.067272

International Journal of Decision Support Systems, 2015 Vol.1 No.1, pp.18 - 41

Received: 12 Aug 2013
Accepted: 29 Jan 2014

Published online: 02 Feb 2015 *

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