Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Design the Customer-oriented Marketing Decision Model using ANP (Analytic Network Process)

ANP를 이용한 고객 지향적 마케팅 의사결정 모델 설계

  • Lee, Yong-Bok (Dept. of Industrial Engineering, Han Yang University) ;
  • Seo, Hyun-Soo (Dept. of Industrial Engineering, Han Yang University) ;
  • Yun, Deok-Kyun (Dept. of Industrial Engineering, Han Yang University)
  • 이용복 (한양대학교 산업공학과) ;
  • 서현수 (한양대학교 산업공학과) ;
  • 윤덕균 (한양대학교 산업공학과)
  • Published : 2005.06.30
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Abstract

The Customer Satisfaction which effects directly the performance of almost all companies. Therefore, it is very important for a company to reflect totally market environment which can be changed fast and diversely by customer requirements. In spite of many studies on the marketing decision, it has been rarely applied for the quantitative method and result of Customer Satisfaction Index Assessment in the marketing decision process. This study used ANP(Analytic Network Process) approach permitting the interdependent relationship between hierarchy and decision factors in the decision process. Moreover, we propose the method which represents efficiently the Customer Satisfaction Index so that the Suggested Model in this study becomes Customer-Oriented.

Keywords

References

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