Abstract
The objective of this paper is to propose an alternative approach that can be directly used by marketers in order to evaluate an offer with or without the involvement of potential customers. In order to deal with such an uncertain multi-criteria evaluation problem, a modification of the Analytic Hierarchy Process (AHP) is proposed, based on a Fuzzy Preference Programming method. This method takes into account customer's uncertain or irrational behavior by dealing with inconsistencies and derives crisp priorities from inconsistent interval pairwise comparison matrices. It is based on interval representations of the comparison judgments, as the prioritization problem is formulated as a fuzzy programming problem for obtaining an optimal crisp priority vector that maximizes the overall degree of satisfaction of the decision-maker.
| Original language | English |
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| Title of host publication | Proceedings of the IEEE International Conference on Systems, Man and Cybernetics|Proc IEEE Int Conf Syst Man Cybern |
| Pages | 3706-3711 |
| Number of pages | 5 |
| Volume | 4 |
| Publication status | Published - 2003 |
| Event | System Security and Assurance - Washington, DC Duration: 1 Jul 2003 → … |
Conference
| Conference | System Security and Assurance |
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| City | Washington, DC |
| Period | 1/07/03 → … |
Keywords
- Analytical hierarchy process
- Fuzzy programming
- Mobile telecommunication market
- Prioritization methods