A Revised Fuzzy Importance Performance Analysis Considering Competitive Analysis
Geng Xiu-li
Li Yi-lin
Abstract：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 ex-press 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 per-formance 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 .
Keywords：customer satisfaction degreeimportance performance analysis ( IPA)grey relational analy-sisdecision making trial and evaluation laboratory method ( DEMATEL)fuzzy theory
Publication Date：2014-01-01
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：7( 68-74 )