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Design the Customer-oriented Marketing Decision Model using ANP (Analytic Network Process)  

Lee, Yong-Bok (Dept. of Industrial Engineering, Han Yang University)
Seo, Hyun-Soo (Dept. of Industrial Engineering, Han Yang University)
Yun, Deok-Kyun (Dept. of Industrial Engineering, Han Yang University)
Publication Information
Journal of Korean Society for Quality Management / v.33, no.2, 2005 , pp. 32-39 More about this Journal
Abstract
The Customer Satisfaction which effects directly the performance of almost all companies. Therefore, it is very important for a company to reflect totally market environment which can be changed fast and diversely by customer requirements. In spite of many studies on the marketing decision, it has been rarely applied for the quantitative method and result of Customer Satisfaction Index Assessment in the marketing decision process. This study used ANP(Analytic Network Process) approach permitting the interdependent relationship between hierarchy and decision factors in the decision process. Moreover, we propose the method which represents efficiently the Customer Satisfaction Index so that the Suggested Model in this study becomes Customer-Oriented.
Keywords
Customer-oriented Marketing Decision; ANP; Supermatrix;
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