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区间型不确定多属性决策在顾客满意度测评中的应用赵伟奇 翟 超


  摘 要:顾客满意度测评已经成为衡量企业经济持续发展的一个重要财务指标。而传统顾客满意度测评指标属性值多设置为具体的实数,使顾客对产品的主观感知受到限制,因而导致测评结果不精确;本文试图从不确定多属性决策角度给出属性值为区间数的顾客满意度测评方法,扩大顾客对产品指标属性值的感知范围,从而更实际的反映顾客对产品的满意程度,并为企业对自身的后续发展和产品改进提供值得参考的意见。

  关键词:区间数;顾客满意度;多属性决策

  中图号:F224.3 文献标志码:A文章编号:9451(2009)02-132-04

  The Application of Interval Uncertain MultiAttribute

  Decision Making in Customer Satisfaction Evaluation

  ZHAO Weiqi,ZHAI Chao

  (School of Economics & Management,Xi’an Technological University,Xi’an710032,China)

  Abstract:

  Customer satisfaction evaluation has become an important financial index to measure the sustainable development of business economy.But in the traditional customer satisfaction evaluation,the traget attributel values are usuallly set as real numbers,which limits the castomer’s subjective perception of products,thus leading to inaccurate evaluation results.The paper presents a customer satisfaction evaluation with interval numbers as its attribute values from the perspective of the uncertain multiattribute decisionmaking.This evaluation expands customers’ perception range of target attribute values,reflecting more truthfully the degree of satisfaction,and provides the businesses with suggestions on their sustainable development and product modification.

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