考虑竞争性分析的改进模糊重要度绩效分析方法

A Revised Fuzzy Importance Performance Analysis Considering Competitive Analysis

重要度绩效分析(IPA)是顾客满意度评价的常用方法,分析结果是产品/服务改进设计的重要依据。)为处理顾客评价信息的不确定性,采用模糊集方法表达并处理重要度和绩效评价信息。针对传统IPA方法中,属性绩效值的获取没有考虑市场竞争因素的问题,提出了考虑竞争性分析的改进模糊IPA方法。灰色关联分析法用来计算属性的市场竞争性系数,以修正顾客群决策得到的初始属性绩效评价值。考虑到属性之间存在影响关系,DEMATEL方法用来分析属性的影响和被影响程度,以修正顾客群决策得到的初始属性重要度评价值。以某电子产品的顾客满意度分析为例,验证了所提方法的有效性。

Importance Performance Analysis （ IPA） is a commonly used customer satisfaction evaluation approach , and the analysis result is the important basis of product /service improvement design .In order to deal with the uncertainty of the customer′s evaluation information , fuzzy set approach was applied to express and handle the important degree information and performance information .Aiming at the problem that the traditional IPA does not consider the market competitive aspect in acquiring the attribute′s performance evaluation , a revised fuzzy IPA considering competitive analysis was proposed .Grey relational a-nalysis was used to calculate the attribute′s competitive coefficient in order to amend the attribute′s initial performance evaluation given by customer group decision-making .Taking into consideration that there exist mutual influence relationships among attributes , DEMATEL was applied to analyze the difference level of the attribute impacting others and being impacted by others to modify the initial importance degree given by customer decision-making.Finally, a case study of customer satisfaction evaluation of an electronic product was presented to illustrate the effectiveness of the proposed approach .