Integrated triangular fuzzy KE-GRA-TOPSIS method for dynamic ranking of products of customers’ fuzzy Kansei preferences

As society evolves, companies produce more homogeneous products, shifting customers’ needs from functionality to emotions. Therefore, how quickly customers select products that meet their Kansei preferences has become a key concern. However, customer Kansei preferences vary from person to person and are ambiguous and uncertain, posing a challenge. To address this problem, this paper proposes a TF-KE-GRA-TOPSIS method that integrates triangular fuzzy Kansei engineering (TF-KE) with Grey Relational Analysis (GRA) and Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS). Firstly, a Kansei evaluation system is constructed based on KE and fuzzy theory. A dynamic triangular fuzzy Kansei preference similarity decision matrix (TF-KPSDM) is defined to quantify customer satisfaction with fuzzy Kansei preferences. Secondly, dynamic objective weights are derived using Criteria Importance Though Intercrieria Correlation (CRITIC) and entropy, optimized through game theory to achieve superior combined weights. Thirdly, the GRA-TOPSIS method utilizes the TF-KPSDM and combined weights to rank products. Finally, taking the case of Kansei preference selection for electric bicycles, results indicate that the proposed method robustly avoids rank reversal and achieves greater accuracy than comparative models. This study can help companies dynamically recommend products to customers based on their Kansei preferences, increasing customer satisfaction and sales.