Quality & Quantity

, Volume 44, Issue 2, pp 217–237 | Cite as

Fuzzy multi-linguistic preferences model of service innovations at wholesale service delivery

Original Paper


In group decision making, most researches often assume the linguistic ways with personal preferences have been given and ignore the linguistic evaluated formats involving their knowledge and experience. In practice, people contributing to the judgment tend generally to give ratings about their personal preferences depending on their background. Thus, problems in multiple linguistic preferences go undetected, resulting in the evaluation process not satisfying with decisions’ expectations. In this study, we provide a fuzzy multiple preference integrated model with two stages to better reduce the bias for group decision makings. The first stage focuses on making the information unify on the alternatives according to the individual linguistic preferences, then we compute collective performance values and solve the problems lacking on the integration of respective fuzzy choice subsets. The second stage, we choose the alternatives of retailing service innovations according to the collective performance values by stage one. The goal of the decision process is to reach the subjective fuzzy cognitions in terms of the preference values of all the decision makers. Finally, the survey data of the chain wholesale using multiple preference formats in service innovations determination is verified.


Fuzzy multiple preferences Service innovations Decision model 


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Copyright information

© Springer Science+Business Media B.V. 2008

Authors and Affiliations

  1. 1.Department of Marketing ManagementShih Chien UniversityNei-Men Hsiang, Kaohsiung HsienTaiwan, ROC

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