IDEAS home Printed from https://ideas.repec.org/a/pal/jorsoc/v62y2011i9d10.1057_jors.2010.118.html
   My bibliography  Save this article

Multicriteria evidential reasoning decision modelling and analysis—prioritizing voices of customer

Author

Listed:
  • J-B Yang

    (The University of Manchester)

  • D-L Xu

    (The University of Manchester)

  • X Xie

    (The University of Manchester
    Dalian Maritime University)

  • A K Maddulapalli

    (India Science Lab, GM R&D)

Abstract

In this paper, a new methodology is investigated to support the prioritization of the voices of customers through various customer satisfaction surveys. This new methodology consists of two key components: an innovative evidence-driven decision modelling framework for representing and transforming large amounts of data sets and a generic reasoning-based decision support process for aggregating evidence to prioritize the voices of customer on the basis of the Evidential Reasoning (ER) approach. Methods and frameworks for data collection and representation via multiple customer satisfaction surveys were examined first and the distinctive features of quantitative and qualitative survey data are analysed. Several novel yet natural and pragmatic rule-based functions are then proposed to transform survey data systematically and consistently from different measurement scales to a common scale, with the original features and profiles of the data preserved in the transformation process. These new transformation functions are proposed to mimic expert judgement processes and designed to be sufficiently flexible and rigorous so that expert judgements and domain specific knowledge can be taken into account naturally, systematically and consistently in the transformation process. The ER approach is used for synthesizing quantitative and qualitative data under uncertainty that can be caused due to missing data and ambiguous survey questions. A new generic method is also proposed for ranking the voices of customer based on qualitative measurement scales without having to quantify assessment grades to fixed numerical values. A case study is examined using an Intelligent Decision System (IDS) to illustrate the application of the decision modelling framework and decision support process for prioritizing the voices of customer for a world-leading car manufacturer.

Suggested Citation

  • J-B Yang & D-L Xu & X Xie & A K Maddulapalli, 2011. "Multicriteria evidential reasoning decision modelling and analysis—prioritizing voices of customer," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(9), pages 1638-1654, September.
    • Handle: RePEc:pal:jorsoc:v:62:y:2011:i:9:d:10.1057_jors.2010.118
    DOI: 10.1057/jors.2010.118
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/jors.2010.118
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/jors.2010.118?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Chan, Lai-Kow & Wu, Ming-Lu, 2002. "Quality function deployment: A literature review," European Journal of Operational Research, Elsevier, vol. 143(3), pages 463-497, December.
    2. Keeney,Ralph L. & Raiffa,Howard, 1993. "Decisions with Multiple Objectives," Cambridge Books, Cambridge University Press, number 9780521438834, October.
    3. Yang, Jian-Bo, 2001. "Rule and utility based evidential reasoning approach for multiattribute decision analysis under uncertainties," European Journal of Operational Research, Elsevier, vol. 131(1), pages 31-61, May.
    4. Temponi, Cecilia & Yen, John & Amos Tiao, W., 1999. "House of quality: A fuzzy logic-based requirements analysis," European Journal of Operational Research, Elsevier, vol. 117(2), pages 340-354, September.
    5. Wang, Ying-Ming & Yang, Jian-Bo & Xu, Dong-Ling, 2006. "Environmental impact assessment using the evidential reasoning approach," European Journal of Operational Research, Elsevier, vol. 174(3), pages 1885-1913, November.
    6. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    7. Chan, Lai-Kow & Wu, Ming-Lu, 2005. "A systematic approach to quality function deployment with a full illustrative example," Omega, Elsevier, vol. 33(2), pages 119-139, April.
    8. Gordon B. Hazen, 1986. "Partial Information, Dominance, and Potential Optimality in Multiattribute Utility Theory," Operations Research, INFORMS, vol. 34(2), pages 296-310, April.
    9. Yang, J.B. & Wang, Y.M. & Xu, D.L. & Chin, K.S., 2006. "The evidential reasoning approach for MADA under both probabilistic and fuzzy uncertainties," European Journal of Operational Research, Elsevier, vol. 171(1), pages 309-343, May.
    10. Chen, Liang-Hsuan & Weng, Ming-Chu, 2006. "An evaluation approach to engineering design in QFD processes using fuzzy goal programming models," European Journal of Operational Research, Elsevier, vol. 172(1), pages 230-248, July.
    11. Grigoroudis, E. & Siskos, Y., 2002. "Preference disaggregation for measuring and analysing customer satisfaction: The MUSA method," European Journal of Operational Research, Elsevier, vol. 143(1), pages 148-170, November.
    12. Xu, Dong-Ling & Yang, Jian-Bo & Wang, Ying-Ming, 2006. "The evidential reasoning approach for multi-attribute decision analysis under interval uncertainty," European Journal of Operational Research, Elsevier, vol. 174(3), pages 1914-1943, November.
    13. Yang, Jian-Bo & Sen, Pratyush, 1996. "Preference modelling by estimating local utility functions for multiobjective optimization," European Journal of Operational Research, Elsevier, vol. 95(1), pages 115-138, November.
    14. L C Dias & J N Clímaco, 2000. "Additive aggregation with variable interdependent parameters: the VIP analysis software," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 51(9), pages 1070-1082, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dong-Ling Xu, 2012. "An introduction and survey of the evidential reasoning approach for multiple criteria decision analysis," Annals of Operations Research, Springer, vol. 195(1), pages 163-187, May.
    2. Merigó, José M. & Casanovas, Montserrat & Yang, Jian-Bo, 2014. "Group decision making with expertons and uncertain generalized probabilistic weighted aggregation operators," European Journal of Operational Research, Elsevier, vol. 235(1), pages 215-224.
    3. Maddulapalli, Anil Kumar & Yang, Jian-Bo & Xu, Dong-Ling, 2012. "Estimation, modeling, and aggregation of missing survey data for prioritizing customer voices," European Journal of Operational Research, Elsevier, vol. 220(3), pages 762-776.
    4. Liu, Jiapeng & Liao, Xiuwu & Yang, Jian-bo, 2015. "A group decision-making approach based on evidential reasoning for multiple criteria sorting problem with uncertainty," European Journal of Operational Research, Elsevier, vol. 246(3), pages 858-873.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maddulapalli, Anil Kumar & Yang, Jian-Bo & Xu, Dong-Ling, 2012. "Estimation, modeling, and aggregation of missing survey data for prioritizing customer voices," European Journal of Operational Research, Elsevier, vol. 220(3), pages 762-776.
    2. Dr. Nasser Fegh-hi Farahmand, 2013. "Teaching Strategy as Excellence Organization Mission," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 4(2), pages 16-28, May.
    3. Yan, Hong-Bin & Ma, Tieju, 2015. "A group decision-making approach to uncertain quality function deployment based on fuzzy preference relation and fuzzy majority," European Journal of Operational Research, Elsevier, vol. 241(3), pages 815-829.
    4. Fu, Chao & Yang, Shan-Lin, 2010. "The group consensus based evidential reasoning approach for multiple attributive group decision analysis," European Journal of Operational Research, Elsevier, vol. 206(3), pages 601-608, November.
    5. Guo, Min & Yang, Jian-Bo & Chin, Kwai-Sang & Wang, Hongwei, 2007. "Evidential reasoning based preference programming for multiple attribute decision analysis under uncertainty," European Journal of Operational Research, Elsevier, vol. 182(3), pages 1294-1312, November.
    6. Zhang, Mei-Jing & Wang, Ying-Ming & Li, Ling-Hui & Chen, Sheng-Qun, 2017. "A general evidential reasoning algorithm for multi-attribute decision analysis under interval uncertainty," European Journal of Operational Research, Elsevier, vol. 257(3), pages 1005-1015.
    7. Durbach, Ian N. & Stewart, Theodor J., 2012. "Modeling uncertainty in multi-criteria decision analysis," European Journal of Operational Research, Elsevier, vol. 223(1), pages 1-14.
    8. Fu, Chao & Yang, Jian-Bo & Yang, Shan-Lin, 2015. "A group evidential reasoning approach based on expert reliability," European Journal of Operational Research, Elsevier, vol. 246(3), pages 886-893.
    9. Chao Fu & Dong-Ling Xu, 2016. "Determining attribute weights to improve solution reliability and its application to selecting leading industries," Annals of Operations Research, Springer, vol. 245(1), pages 401-426, October.
    10. Li, Yan-Lai & Tang, Jia-Fu & Chin, Kwai-Sang & Jiang, Yu-Shi & Han, Yi & Pu, Yun, 2011. "Estimating the final priority ratings of engineering characteristics in mature-period product improvement by MDBA and AHP," International Journal of Production Economics, Elsevier, vol. 131(2), pages 575-586, June.
    11. Fu, Chao & Yang, Shanlin, 2011. "An attribute weight based feedback model for multiple attributive group decision analysis problems with group consensus requirements in evidential reasoning context," European Journal of Operational Research, Elsevier, vol. 212(1), pages 179-189, July.
    12. Fu, Chao & Yang, Shanlin, 2012. "An evidential reasoning based consensus model for multiple attribute group decision analysis problems with interval-valued group consensus requirements," European Journal of Operational Research, Elsevier, vol. 223(1), pages 167-176.
    13. Yang, Guo-liang & Yang, Jian-bo & Liu, Wen-bin & Li, Xiao-xuan, 2013. "Cross-efficiency aggregation in DEA models using the evidential-reasoning approach," European Journal of Operational Research, Elsevier, vol. 231(2), pages 393-404.
    14. Xiaojiao Qiao & Dan Shi, 2019. "Risk Analysis of Emergency Based on Fuzzy Evidential Reasoning," Complexity, Hindawi, vol. 2019, pages 1-10, November.
    15. Chen, Liang-Hsuan & Ko, Wen-Chang, 2010. "Fuzzy linear programming models for NPD using a four-phase QFD activity process based on the means-end chain concept," European Journal of Operational Research, Elsevier, vol. 201(2), pages 619-632, March.
    16. Carnevalli, Jose A. & Miguel, Paulo Cauchick, 2008. "Review, analysis and classification of the literature on QFD--Types of research, difficulties and benefits," International Journal of Production Economics, Elsevier, vol. 114(2), pages 737-754, August.
    17. Merigó, José M. & Casanovas, Montserrat & Yang, Jian-Bo, 2014. "Group decision making with expertons and uncertain generalized probabilistic weighted aggregation operators," European Journal of Operational Research, Elsevier, vol. 235(1), pages 215-224.
    18. Behnam Vahdani & Meghdad Salimi & Seyed Meysam Mousavi, 2017. "A New Compromise Solution Model Based on Dantzig–Wolfe Decomposition for Solving Belief Multi-Objective Nonlinear Programming Problems with Block Angular Structure," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(02), pages 333-387, March.
    19. Kamvysi, Konstantina & Gotzamani, Katerina & Andronikidis, Andreas & Georgiou, Andreas C., 2014. "Capturing and prioritizing students’ requirements for course design by embedding Fuzzy-AHP and linear programming in QFD," European Journal of Operational Research, Elsevier, vol. 237(3), pages 1083-1094.
    20. Chen, Liang-Hsuan & Ko, Wen-Chang & Yeh, Feng-Ting, 2017. "Approach based on fuzzy goal programing and quality function deployment for new product planning," European Journal of Operational Research, Elsevier, vol. 259(2), pages 654-663.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorsoc:v:62:y:2011:i:9:d:10.1057_jors.2010.118. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.