Optimization of customer satisfaction using fuzzy analytic hierarchy process method

Abstract

Today's competitive environment is characterized by accelerated product renewal, the rapid development of production, information and communication technologies, the computerization of many aspects of economic activity, and changing customer requirements. In such a competitive context, the customer has become the key factor in the manufacturing process, requiring products designed to fully meet his expectations at competitive prices. The question of customer satisfaction, and therefore the quality of the product, has become a major concern for companies. In this context, the purpose of this study is to help a company specialized in producing vehicles, and that aims to launch a new vehicle model, classifying and prioritizing the customers’ requirements, and thus determining which of the 6 available models meets the customers’ expectations the most, using a fuzzy AHP approach. This study was based on 5 Customer Requirements (CR) that represent the main characteristics of a vehicle : Price (CR1), Fuel Consumption (CR2), Security (CR3), Comfort (CR4), and Design (CR5). A sample of 5 customers was considered for this study. The results showed that price (CR1) and security (CR3) had the highest priorities among the customers’ requirements. Based on these results, we were able to classify the 6 vehicle models and determine which of these models meet the customers’ requirements the most, using the Analytic Hierarchy Process method (AHP).