Nonlinear Multi attribute Satisfaction Analysis (N-MUSA): Preference disaggregation approach to satisfaction

Document Type: Research Paper

Authors

1 1. Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

2 2. Faculty of Management, University of Tehran, Tehran, Iran

Abstract

 Nonlinear MUSA is an extension of MUSA, which employs a derived approach to analyze customer satisfaction and its determinants. It is a preference disaggregation approach, widely welcomed by scholars since 2002, following the principles of ordinal regression analysis. N-MUSA as a goal programing model, evaluates the level of satisfaction among some groups including customers, employees, etcetera according to their values and expressed preferences. Using simple satisfaction survey data, N-MUSA aggregates the different preferences in a unique satisfaction function. The main advantage of this approach is to consider and convert the qualitative form of customer judgments and preferences in an ordinal scale based on a simple questionnaire to an interval scale, in the first place, and to develop various fruitful analytical indices in order to get more knowledge of customers in the second place. In spite of the abovementioned strengths, this paper tackles some computational shortcomings within MUSA and leads to the development of nonlinear form (N-MUSA), which is more effective and efficient in practice. This paper takes MUSA and its drawbacks into account, to introduce N-MUSA as a more efficient alternative, then, deploys it in numerical examples and a real case for more insights.

Keywords

Main Subjects


Article Title [Persian]

تحلیل چند معیاره غیرخطی رضایت(N-MUSA): رویکرد واکاوی ترجیحات به رضایت

Authors [Persian]

  • محمود دهقان نیری 1
  • محمدرضا مهرگان 2
1 دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
2 دانشکده مدیریت، دانشگاه تهران، تهران، ایران
Abstract [Persian]

مدل MUSA غیرخطی، توسعه­ای از فرم خطی آن است که با رویکرد احراز شده به تحلیل رضایت مشتریان و عوامل موثر بر آن می­پردازد. این مدل، یک رویکرد واکاوی ترجیحات مبتنی بر تحلیل رگرسیون ترتیبی است که از سال ۲۰۰۲ میلادی به طور گسترده­ای توسط محققان مورد پذیرش قرار گرفته­است. N-MUSA در قالب یک مدل برنامه­ریزی آرمانی، به ارزیابی سطح رضایت در گروهی از افراد شامل مشتریان، کارکنان و ... براساس ارزش­ها و ترجیحات بیان شده ایشان می­پردازد.  N-MUSA با استفاده از یک نظرسنجی ساده در مقیاس ترتیبی، به ترکیب ترجیحات مختلف در یک تابع رضایت یکتا می­پردازد. مزیت اصلی این رویکرد نخست در تبدیل  قضاوت­ها و ترجیحات کیفی مشتریان برگرفته از یک پرسشنامه ساده به مقیاس فاصله­ای براساس سیستم ارزشی حاکم بر ایشان بوده و سپس توسعه شاخص­های تحلیلی متعدد به منظور شناخت هرچه بیشتر مشتریان هدف می­باشد. علی­رغم نقاط قوت اشاره شده، در این مقاله به محدودیت محاسباتی مدل MUSA پرداخته شده و در نهایت مدل N-MUSA با اثربخشی و کارایی محاسباتی بیشتر پیشنهاد شده­­است. لذا مقاله حاضر با در نظر گرفتن نقاط ضعفMUSA ، نسخه غیرخطی آن را با کارایی بیشتر ارائه و برای درک بهتر علاوه بر یک مورد واقعی در دو مثال عددی بکار بسته­است.

Keywords [Persian]

  • تحلیل چند معیاره
  • برنامه ریزی آرمانی
  • تحلیل رضایت
  • N-MUSA
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