Paper Info
Title
A possibilistic-valued multi-criteria decision-making support for marketing activities in e-commerce: Feedback Based Diagnosis System
Abstract
In this paper we propose a multi-criteria decision making support system, called a “Feedback Based Diagnosis System” (FBDS), to aid the marketing team of an e-commerce (EC) organisation in its activities. The FBDS database is composed of customers’ satisfaction measures. These measures are related to the different services an EC offers to its customers. Thus, they constitute a multi-criteria (MC) evaluation of EC performances. In the general framework of recommender systems, these available MC evaluations are considered as useful information for other customers to help them to objectively, rationally and exhaustively assess and compare the numerous ECs among the ones likely to meet their needs. Our FBDS is not concerned with improving or automating such a recommendation process for customers. Indeed, it is merely EC management team oriented. In fact, the MC feedback database is used to diagnose the EC health and improve its strategy. In the proposed FBDS, a possibilistic framework is combined with the multi criteria representation to capture the variability and the divergence of customers’ evaluations w.r.t. each criterion. Then, an aggregation based on a weighted arithmetic mean (WAM) is proposed to obtain a synthetic appraisal of ECs. The WAM aggregation models the strategy agreed on by the EC management team. Computing the synthesis score of an EC consists in propagating the uncertainty related to its partial scores through the WAM. The possibilistic representation guarantees that no information is lost in the collective evaluation process by the consumers’ community. However, diagnosis indicators are finally proposed to the marketing team to make the interpretation of some possibilistic results more comprehensive when necessary.
Year
DOI
Venue
2009
10.1016/j.ejor.2007.11.020
European Journal of Operational Research
Keywords
Field
DocType
Decision making support system,Possibility theory,Knowledge-based recommender systems,Diagnosis indicators,E-commerce,Customers’ satisfaction measures
Recommender system,Support system,Decision support system,Operations research,Knowledge-based systems,Possibility theory,Valuation (finance),Marketing,Weighted arithmetic mean,E-commerce,Operations management,Mathematics
Journal
Volume
Issue
ISSN
195
3
0377-2217
Citations 
PageRank 
References 
21
0.78
11
Authors
3
Name
Order
Citations
PageRank
Afef Denguir-Rekik1341.77
Jacky Montmain233240.86
Gilles Mauris336733.66