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

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  • Hamed Fazlollahtabar
  • Ermia Aghasi

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.

Suggested Citation

  • Hamed Fazlollahtabar & Ermia Aghasi, 2014. "An integrated stochastic multi-criteria acceptability analysis and mathematical optimisation for service marketing," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 17(1), pages 38-49.
    • Handle: RePEc:ids:ijsoma:v:17:y:2014:i:1:p:38-49
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    Cited by:

    1. R. Pelissari & M. C. Oliveira & S. Ben Amor & A. Kandakoglu & A. L. Helleno, 2020. "SMAA methods and their applications: a literature review and future research directions," Annals of Operations Research, Springer, vol. 293(2), pages 433-493, October.

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