Abstract
顧客滿意度是企業永續經營、獲利的一項重要指標,本研究利用定義於直覺模糊集合之新計分函數發展顧客滿意度的衡量方法。?合理描述人類思考的模糊性與複雜性,本研究引用評估函數,並搭配不同的模糊交集與聯集,來處理影響滿意度的連結性屬性及非連結性屬性等問題。?了處理在直覺模糊集合中人類思維游移不定的程度,本研究引用Liu and Wang(2007)新計分函數中將游移不定程度分?數種不同的調配方式,來發展顧客滿意度模型,以找出最適衡量顧客滿意度的模型。?驗證本研究發展模型的正確性與可行性,本研究以大台北地區的影城作?實證研究目標產業,並發放了以直覺模糊尺度的問卷以及以李克特尺度?主的問卷來做調查。研究結果發現:本研究成功建立顧客滿意度模型,本模型表現均優於李克特尺度的結果,且可處理連結性屬性與非連結性屬性等問題。
The customer satisfaction is an important performance index regarding enterprise continuous growth and profitability. This study is intended to employ new score functions defined on intuitionistic fuzzy sets (IFS) to develop the measurement method of customer satisfaction. In order to express uncertainty and vagueness in human's subjective judgments, we use the evaluation function, t-norm and t-conorm to deal with conjunctive and disjunction attributes. In addition, we adopt Liu and Wang's (2007) new score functions to handle the degree of hesitancy in decision making processes and construct intuitionistic fuzzy scales to measure respondent's degree of satisfaction. The feasibility and practicability of the proposed models has been examined by an empirical study on Movie theaters. The empirical results indicate that the validity of our proposed method perform better than one of the Likert scale. Furthermore, our models are generalized-purpose methods since they can adjust the parameter values and types of dual t-norms and t-conorms to cope with conjunctive and disjunctive attributes.
The customer satisfaction is an important performance index regarding enterprise continuous growth and profitability. This study is intended to employ new score functions defined on intuitionistic fuzzy sets (IFS) to develop the measurement method of customer satisfaction. In order to express uncertainty and vagueness in human's subjective judgments, we use the evaluation function, t-norm and t-conorm to deal with conjunctive and disjunction attributes. In addition, we adopt Liu and Wang's (2007) new score functions to handle the degree of hesitancy in decision making processes and construct intuitionistic fuzzy scales to measure respondent's degree of satisfaction. The feasibility and practicability of the proposed models has been examined by an empirical study on Movie theaters. The empirical results indicate that the validity of our proposed method perform better than one of the Likert scale. Furthermore, our models are generalized-purpose methods since they can adjust the parameter values and types of dual t-norms and t-conorms to cope with conjunctive and disjunctive attributes.
Original language | Chinese (Traditional) |
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Pages (from-to) | 159-183 |
Journal | 行銷評論 |
Volume | 6 |
Issue number | 2 |
State | Published - 2009 |