Fuzzy multi-linguistic preferences model of service innovations at wholesale service delivery |
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Authors: | Ling-Zhong Lin |
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Institution: | 1.Department of Marketing Management,Shih Chien University,Nei-Men Hsiang, Kaohsiung Hsien,Taiwan, ROC |
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Abstract: | In group decision making, most researches often assume the linguistic ways with personal preferences have been given and ignore
the linguistic evaluated formats involving their knowledge and experience. In practice, people contributing to the judgment
tend generally to give ratings about their personal preferences depending on their background. Thus, problems in multiple
linguistic preferences go undetected, resulting in the evaluation process not satisfying with decisions’ expectations. In
this study, we provide a fuzzy multiple preference integrated model with two stages to better reduce the bias for group decision
makings. The first stage focuses on making the information unify on the alternatives according to the individual linguistic
preferences, then we compute collective performance values and solve the problems lacking on the integration of respective
fuzzy choice subsets. The second stage, we choose the alternatives of retailing service innovations according to the collective
performance values by stage one. The goal of the decision process is to reach the subjective fuzzy cognitions in terms of
the preference values of all the decision makers. Finally, the survey data of the chain wholesale using multiple preference
formats in service innovations determination is verified. |
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