Design the Customer-oriented Marketing Decision Model using ANP (Analytic Network Process)

Lee, Yong-Bok; Seo, Hyun-Soo; Yun, Deok-Kyun

Journal of Korean Society for Quality Management > Volume 33(2); 2005 > Article

Journal of Korean Society for Quality Management 2005;33(2): 32-.

ANP를 이용한 고객 지향적 마케팅 의사결정 모델 설계

이용복, 서현수, 윤덕균

한양대학교 산업공학과

Design the Customer-oriented Marketing Decision Model using ANP (Analytic Network Process)

Yong-Bok Lee, Hyun-Soo Seo, Deok-Kyun Yun

Dept. of Industrial Engineering, Han Yang University

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.

Key Words: Customer-oriented Marketing Decision;ANP;Supermatrix;