We are considering the problem of measuring and analyzing customer satisfaction concerning a product or a service evaluated on multiple criteria. The proposed methodology generalizes the MUSA (MUlticriteria Satisfaction Analysis) method. MUSA is a preference disaggregation method that, following the principle of ordinal regression analysis, finds an additive utility function representing both the comprehensive satisfaction level of a set of customers and a marginal satisfaction level with respect to each criterion. Differently from MUSA, the proposed approach, that we will call MUSA-INT, takes also into account positive and negative interactions among criteria, similarly to the multicriteria method UTAGMS-INT. Our method accepts evaluations on criteria with different ordinal scales which do not need to be transformed into a unique cardinal scale prior to the analysis. Moreover, instead of a single utility function, MUSA-INT can also take into account a set of utility functions representing customers' satisfaction, adopting the robust ordinal regression methodology. An illustrative example shows how the proposed methodology can be applied on a customers’ survey.

MUSA-INT: Multicriteria customer satisfaction analysis with interacting criteria

ANGILELLA, SILVIA RITA;CORRENTE, SALVATORE;GRECO, Salvatore;
2014-01-01

Abstract

We are considering the problem of measuring and analyzing customer satisfaction concerning a product or a service evaluated on multiple criteria. The proposed methodology generalizes the MUSA (MUlticriteria Satisfaction Analysis) method. MUSA is a preference disaggregation method that, following the principle of ordinal regression analysis, finds an additive utility function representing both the comprehensive satisfaction level of a set of customers and a marginal satisfaction level with respect to each criterion. Differently from MUSA, the proposed approach, that we will call MUSA-INT, takes also into account positive and negative interactions among criteria, similarly to the multicriteria method UTAGMS-INT. Our method accepts evaluations on criteria with different ordinal scales which do not need to be transformed into a unique cardinal scale prior to the analysis. Moreover, instead of a single utility function, MUSA-INT can also take into account a set of utility functions representing customers' satisfaction, adopting the robust ordinal regression methodology. An illustrative example shows how the proposed methodology can be applied on a customers’ survey.
2014
Multiple Criteria Decision Aiding; Customer Satisfaction Analysis; Interacting criteria
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.11769/15874
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