结合偏好和不均衡语义评价的顾客满意度测定
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摘要
顾客满意度测评由顾客评价语言量化和数据处理分析获得满意度两部分组成,但前者的研究在均衡量化上不符合实际,存在结果偏态分布等问题。鉴于此,建立了不均衡评价标度,利用偏好语义表达顾客评价态度,并用反映模糊性和克服集成偏差的二元不确定语义对评价语义进行量化,解决了满意度偏态分布、顾客真实评价难以测度的问题。以某手机产品研发满意度测评为例对所提方法进行了验证,结果分析与方法对比表明,该方法更能表现顾客情感倾向,有助于企业获知顾客真实满意度。
Customer satisfaction measurement is composed of evaluation quantification and data analysis,however,in the research of former,the problem that uniform quantification is unrealistic and the result is skewed distribution still exist.Through building an unbalanced linguistic evaluation scale,the binary uncertain linguistic terms reflecting fuzziness and overcoming integration deviation in the form of customer preference was used to quantify customer satisfaction originally,which helped to solve the problems of measuring unreal customer evaluation and satisfaction skewed distribution.A case study of new phone development customer satisfaction measurement was used to verify the proposed method.The result analysis and methods'comparison showed that the proposed method was significant at expressing customer emotional tendencies and helping enterprising percept real customer satisfaction.
Customer satisfaction measurement is composed of evaluation quantification and data analysis,however,in the research of former,the problem that uniform quantification is unrealistic and the result is skewed distribution still exist.Through building an unbalanced linguistic evaluation scale,the binary uncertain linguistic terms reflecting fuzziness and overcoming integration deviation in the form of customer preference was used to quantify customer satisfaction originally,which helped to solve the problems of measuring unreal customer evaluation and satisfaction skewed distribution.A case study of new phone development customer satisfaction measurement was used to verify the proposed method.The result analysis and methods'comparison showed that the proposed method was significant at expressing customer emotional tendencies and helping enterprising percept real customer satisfaction.
引文
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[17]ZHANG Shifang,LIU Sanyang,QIN Chuandong,et al.VIKOR extension method for dynamic triangular fuzzy multiattribute decision making[J].Computer Integrated Manufacturing Systems,2012,18(1):186-191(in Chinese).[张市芳,刘三阳,秦传东,等.动态三角模糊多属性决策的VIKOR扩展方法[J].计算机集成制造系统,2012,18(1):186-191.]
[18]WANG Zhongxing,LIU Jiubing,LIU Fang,et al.Binary uncertain linguistic term aggregating operator and its application to group decision making[J].Operations Research and Management Science,2017,26(10):27-33(in Chinese).[王中兴,刘久兵,刘芳,等.二元不确定语言术语集成算子及在群决策中的应用[J].运筹与管理,2017,26(10):27-33.]
[19]APPEL O,CHICLANA F,CARTER J,et al.A consensus approach to the sentiment analysis problem driven by support-based IOWA majority[J].International Journal of Intelligent Systems,2017,32(9):947-956.
[20]CHEUNG Y M,JIA H.Categorical-and-numerical-attribute data clustering based on a unified similarity metric without knowing cluster number[J].Pattern Recognition,2013,46(8):2228-2238.
[2]LI Jinkun.The experimental study on evaluation of psychological variable[J].Chinese Journal of Management,2010,7(5):719-722(in Chinese).[李瑾坤.心理变量客观赋值实验研究[J].管理学报,2010,7(5):719-722.]
[3]ZHU Zhiming.The comparison of differences between Likert scale and fuzzy semantic scale-taking normal fuzzy number simulation as an example[J].Statistics&Decision,2007,15(22):160-162(in Chinese).[朱智洺.李克特式量表与模糊语义量表计分的差异比较---以正态模糊数仿真为例[J].统计与决策,2007,15(22):160-162.]
[4]NAZARI-SHIRKOUHI S,KERAMATI A.Modeling customer satisfaction with new product design using a flexible fuzzy regression-DEA algorithm[J].Applied Mathematical Modelling,2017,50:755-771.
[5]PETERSON R A,WILSON W R.Measuring customer satisfaction:fact and artifact[J].Journal of the Academy of Marketing Science,1992,20(1):61.
[6]WANG Chenliang.Research on measurement theory of industry customer satisfaction[D].Beijing:Capital University of E-conomics and Business,2004(in Chinese).[王晨亮.行业顾客满意度测评理论研究[D].北京:首都经济贸易大学,2004.]
[7]TU Rungting,ZHAO Zhanbo.Elementary research of the consumer satisfaction measurement:its scale,reliability and validity[J].Chinese Journal of Management,2008,5(1):33-39(in Chinese).[涂荣庭,赵占波.顾客满意度测量探讨:量表设计、信度和效度[J].管理学报,2008,5(1):33-39.]
[8]HAMAMURAT,HEINE S J,PAULHUS D L.Cultural differences in response styles:the role of dialectical thinking[J].Personality&Individual Differences,2008,44(4):932-942.
[9]YANG Tao,YANG Yu,XUE Chengmeng,et al.Multi-attribute decision-making evaluation method for product innovation design scheme with demand preferences customers[J].Computer Integrated Manufacturing Systems,2015,21(2):417-426(in Chinese).[杨涛,杨育,薛承梦,等.考虑客户需求偏好的产品创新设计方案多属性决策评价[J].计算机集成制造系统,2015,21(2):417-426.]
[10]YANG Zhi,LI Yanlai,YANG Qiang.Selecting new product development programs based on decision maker's program preferences[J].Computer Integrated Manufacturing Systems,2017,23(4):708-716(in Chinese).[阳智,李延来,杨强.基于决策者方案偏好的新产品开发方案选择方法[J].计算机集成制造系统,2017,23(4):708-716.]
[11]KUMAR A,SHANKAR R,DEBNATH R M.Analyzing customer preference and measuring relative efficiency in telecom sector:a hybrid fuzzy AHP/DEA study[J].Telematics&Informatics,2015,32(3):447-462.
[12]DONG Y,LI C C,HERRERA F.Connecting the linguistic hierarchy and the numerical scale for the 2-tuple linguistic model and its use to deal with hesitant unbalanced linguistic information[J].Information Sciences,2016,367-368:259-278.
[13]XU Z,WANG H.Managing multi-granularity linguistic information in qualitative group decision making:an overview[J].Granular Computing,2016,1(1):21-35.
[14]DAI Yueqiang,XU Zeshui,LI Yan,et al.New evaluation scale of linguistic information and its application[J].Chinese Journal of Management Science,2008,16(2):145-149(in Chinese).[戴跃强,徐泽水,李琰,等.语言信息评估新标度及其应用[J].中国管理科学,2008,16(2):145-149.]
[15]XU Z.An interactive approach to multiple attribute group decision making with multigranular uncertain linguistic information[J].Group Decision&Negotiation,2009,18(2):119-145.
[16]PENG Bo,YE Chunming.An approach to multiple attribute group decision making based on uncertain pure linguistic hybrid harmonic average operator[J].Chinese Journal of Management Science,2015,23(2):131-138(in Chinese).[彭勃,叶春明.基于不确定纯语言混合调和平均算子的多属性群决策方法[J].中国管理科学,2015,23(2):131-138.]
[17]ZHANG Shifang,LIU Sanyang,QIN Chuandong,et al.VIKOR extension method for dynamic triangular fuzzy multiattribute decision making[J].Computer Integrated Manufacturing Systems,2012,18(1):186-191(in Chinese).[张市芳,刘三阳,秦传东,等.动态三角模糊多属性决策的VIKOR扩展方法[J].计算机集成制造系统,2012,18(1):186-191.]
[18]WANG Zhongxing,LIU Jiubing,LIU Fang,et al.Binary uncertain linguistic term aggregating operator and its application to group decision making[J].Operations Research and Management Science,2017,26(10):27-33(in Chinese).[王中兴,刘久兵,刘芳,等.二元不确定语言术语集成算子及在群决策中的应用[J].运筹与管理,2017,26(10):27-33.]
[19]APPEL O,CHICLANA F,CARTER J,et al.A consensus approach to the sentiment analysis problem driven by support-based IOWA majority[J].International Journal of Intelligent Systems,2017,32(9):947-956.
[20]CHEUNG Y M,JIA H.Categorical-and-numerical-attribute data clustering based on a unified similarity metric without knowing cluster number[J].Pattern Recognition,2013,46(8):2228-2238.