A Novel Decision Approach: Intuitionistic Fuzzy Importance Performance Analysis

Importance performance analysis (IPA) is a technique used for conducting a relative-position comparison of specific evaluation items by using ‘importance’ (the degree of importance as perceived by customers) and ‘performance’ (the degree of customer satisfaction regarding the performance of an enterprise). Moreover, it is an approach for incorporating the voice of the customer into product development and the evaluation of management performance. Because of numerous factors of uncertainty and linguistic vagueness during the information collection process for product design, the traditional IPA is not appropriate for conducting performance analysis. Therefore, this study proposes a novel intuitionistic fuzzy sets (IFSs) IPA performance evaluation model. In addition, analytical network processing was combined with the model and benchmarking enterprise competitiveness was considered. This model can solve the ambiguity and decision-making problems that currently exist in questionnaires. Thus, it directs the focus on the objective features emphasized by customers, and provides enterprises with a practical evaluation model for relative product design or decision evaluation.