Abstract
We are considering the problem of measuring and analysing customer satisfaction concerning a product or a service evaluated on multiple criteria. The proposed methodology generalizes the MUSA (MUlti- criteria Satisfaction Analysis) method. MUSA is a preference disaggregation method that, following the principle of ordinal regression analysis, finds an additive utility function representing both the comprehensive satisfaction level of a set of customers and a marginal satisfaction level with respect to each criterion. Differently from MUSA, the proposed approach, that we will call MUSA-INT, takes also into account positive and negative interactions among criteria, similarly to the multicriteria method UTAGMS-INT. Our method accepts evaluations on criteria with different ordinal scales which do not need to be transformed into a unique cardinal scale prior to the analysis. Moreover, instead of a single utility function, MUSA-INT can also take into account a set of utility functions representing customers' satisfaction, adopting the robust ordinal regression methodology. An illustrative example shows how the proposed methodology can be applied on a customers’ survey.
Original language | English |
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Pages (from-to) | 189-200 |
Journal | Omega |
Volume | 42 |
Issue number | 1 |
Early online date | 28 May 2013 |
DOIs | |
Publication status | Published - Jan 2014 |
Keywords
- mcda
- Multi-criteria decision analysis