A two-stage mechanism as a decision support for marketing via customer satisfaction measures

Abstract

In this article, we propose a two stage decision model to aid the marketing team of a company. The decision is based on customers’ satisfaction measures. These measures are related to the different services the company offers to its customers. Thus, they constitute a multi criteria evaluation of the company's performances. The first stage of our proposed mechanism is to purify the services with respect to the criteria. A stochastic multi-criteria acceptability analysis is employed to purify the services. Then a multi-objective mathematical model is utilized to determine the services with more profits. A fuzzy goal programming is applied to solve the multi-objective model. The applicability and validity of the proposed mechanism is illustrated in a case study.