基于ILOWGA算子的B2C电子商务顾客满意度评价方法

Customer Satisfaction Evaluation Method of B2C Electric Commerce Based on ILOWGA Operator

针对B2C电子商务顾客满意度评价的不确定性和模糊性等特点,构建了基于诱导的语言顺序加权几何平均(ILOWGA)算子的电子商务顾客满意度评价模型.建立了B2C模式下电子商务企业顾客满意度评价指标体系,根据指标体系设计模型对输入参数是语言变量的决策信息进行集结,得出电子商务顾客满意度的评价值.理论分析和实例对比表明,该方法能更好地反映电子商务顾客满意度评价的客观性.

In view of the uncertainty and fuzzy of the B2C electronic commerce enterprise customer satisfaction evaluation, the paper presents a new model of evaluation of customer satisfaction which is based on the induced linguistic ordered weighted geometric averaging （ILOWGA） operator. Firstly, it sets up an index system to evaluate customer satisfaction, and designs the evaluation model according to the index system. Then it aggregates the decision information with the linguistic values, and obtains the evaluation value of electronic commerce enterprise customer satisfaction. Finally, both the theoretical analysis and the rationality of experiment results indicate that the method can better reflect the real situations in electronic commerce enterprise customer satisfaction evaluation