Title :
Fuzzy analytical approach to the evaluation of offers in the mobile telecommunication market
Author :
Cassaigne, N. ; Mikhailov, L.
Author_Institution :
Dept. of Comput., UMIST, Manchester, UK
Abstract :
The objective of this paper is to propose an alternative approach that can be directly used by marketers in order to evaluate an offer with or without the involvement of potential customers. In order to deal with such an uncertain multi-criteria evaluation problem, a modification of the analytic hierarchy process (AHP) is proposed, based on a fuzzy preference programming method. This method takes into account customer´s uncertain or irrational behavior by dealing with inconsistencies and derives crisp priorities from inconsistent interval pairwise comparison matrices. It is based on interval representations of the comparison judgments, as the prioritization problem is formulated as a fuzzy programming problem for obtaining an optimal crisp priority vector that maximizes the overall degree of satisfaction of the decision-maker.
Keywords :
consumer behaviour; decision support systems; fuzzy set theory; matrix algebra; mobile communication; promotion (marketing); vectors; analytic hierarchy process; crisp priority vector; customer behavior; customer driven evaluation; fuzzy analytical approach; fuzzy preference programming method; intelligent tactical decision support systems; marketing driven evaluation; mobile telecommunication market; pairwise comparison matrices; prioritization methods; uncertain multicriteria evaluation problem; Costs; Displays; Investments; Mobile handsets; Packaging; Performance evaluation; Telecommunication computing; Telephony;
Conference_Titel :
Systems, Man and Cybernetics, 2003. IEEE International Conference on
Print_ISBN :
0-7803-7952-7
DOI :
10.1109/ICSMC.2003.1244465
