A Systematic Customer Oriented Approach based on Hesitant Fuzzy AHP for Performance Assessments of Service Departments

  • Ozlem SenvarEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 643)


Customer orientation is a business strategy in the lean business model that requires management and employees to focus on the changing demands and requirements of the customers.Improved business performance can be enhanced by .customer orientation. In this chapter, a systematic approach based on hesitant fuzzy AHP is proposed to deal with incomplete information due to the ambiguity to solve complex customer oriented multi criteria decision making problem of performance assessments of service departments.


Customer orientation Hesitant Fuzzy AHP Hesitant Fuzzy Sets 


  1. 1.
    Grizzle, J.-W., Zablah, A.-R., Brown, T.-J., Mowen, J.-C., Lee, J.-M.: Employee customer orientation in context: how the environment moderates the influence of customer orientation on performance outcomes. J. Appl. Psychol. 94(5), 1227–1242 (2009). doi: 10.1037/a0016404 CrossRefGoogle Scholar
  2. 2.
    Anderson, S., Pearo, L.-K., Widener, S.-K.: Drivers of service satisfaction: linking customer satisfaction to the service concept and customer characteristics. J. Serv. Res. 10(4), 365–381 (2008). doi: 10.1177/1094670508314575 CrossRefGoogle Scholar
  3. 3.
    Mathe, K., Halsell, S.-S., Roseman, M.: The role of customer orientation in the relationship between manager communications and customer satisfaction. J. Hosp. Tour. Res. 40(2), 198–209 (2016). doi: 10.1177/1096348013496278 CrossRefGoogle Scholar
  4. 4.
    Waggoner, D.-B., Neely, A.-D., Kennerley, M.-P.: The forces that shape organisational performance measurement systems: an interdisciplinary review. Int. J. Prod. Econ. 60, 53–60 (1999). doi: 10.1016/S0925-5273(98)00201-1 CrossRefGoogle Scholar
  5. 5.
    Mohaghar, A., Fathi, M.-R., Zarchi, M.-K., Omidian, A.: A combined VIKOR-fuzzy AHP approach to marketing strategy selection. Bus. Manag. Strategy 3(1), 13–27 (2012). doi: 10.5296/bms.v3i1.957 Google Scholar
  6. 6.
    Kahraman, C., Bolturk, E., Onar, S.-C., Oztaysi, B., Goztepe, K.: Multi-attribute warehouse location selection in humanitarian logistics using hesitant fuzzy AHP. Int. J. Anal. Hierarchy Process 8(2), 271–298 (2016). doi: 10.13033/ijahp.v8i2.387. ISSN 1936-6744Google Scholar
  7. 7.
    Yu, D.-J., Li, D.-F.: Dual hesitant fuzzy multi-criteria decision making and its application to teaching quality assessment. J. Intell. Fuzzy Syst. 27(4), 1679–1688 (2014). doi: 10.3233/IFS-141134 MathSciNetzbMATHGoogle Scholar
  8. 8.
    Zhou, H., Wang, J.-Q., Zhang, H.-Y., Chen, X.-H.: Linguistic hesitant fuzzy multi-criteria decision-making method based on evidential reasoning. Int. J. Syst. Sci. 47(2), 314–327 (2016). doi: 10.1080/00207721.2015.1042089 MathSciNetCrossRefzbMATHGoogle Scholar
  9. 9.
    Zhu, B., Xu, Z.: Analytic hierarchy process-hesitant group decision making. Eur. J. Oper. Res. 239(3), 794–801 (2014). doi: 10.1016/j.ejor.2014.06.019 MathSciNetCrossRefzbMATHGoogle Scholar
  10. 10.
    Singh, M.: Marketing mix of 4P’s for competitive advantage. J. Bus. Manag. 3(6), 40–45 (2012). Google Scholar
  11. 11.
    Aldridge, A., Forcht, K., Pierson, J.: Get linked or get lost: marketing strategy for the internet. Internet Res. 7(3), 161–169 (1997). doi: 10.1108/10662249710171805 CrossRefGoogle Scholar
  12. 12.
    Bhatt, G.-D., Emdad, A.-F.: An analysis of the virtual value chain in electronic commerce. Logist. Inf. Manag. 14(1/2), 78–85 (2001). doi: 10.1108/09576050110362465 CrossRefGoogle Scholar
  13. 13.
    Allen, E., Fjermestad, J.: E-commerce marketing strategies: an integrated framework and case analysis. Logist. Inf. Manag. 14(1/2), 14–23 (2001). doi: 10.1108/09576050110360106 CrossRefGoogle Scholar
  14. 14.
    Moller, K.E.: Comment on: the marketing mix revisited: towards the 21st century marketing by E. Constantinides. J. Mark. Manag. 22(3), 439–450 (2006). doi: 10.1362/026725706776861181 CrossRefGoogle Scholar
  15. 15.
    Dominici, G.: From marketing mix to e-marketing mix: a literature overview and classification. Int. J. Bus. Manag. 4(9), 17–24 (2009). MathSciNetCrossRefGoogle Scholar
  16. 16.
    Oztaysi, B., Onar, S.-C., Bolturk E., Kahraman, C.: Hesitant fuzzy analytic hierarchy process. In: 2015 IEEE International Conference on Fuzzy Systems (FUZZ-IEEE), pp. 1–7. IEEE (2015). doi: 10.1109/FUZZ-IEEE.2015.7337948
  17. 17.
    Tuysuz, F., Simsek, B.: A hesitant fuzzy linguistic term sets-based AHP approach for analyzing the performance evaluation factors: an application to cargo sector. Complex Intell. Syst. 1(1), 1–9 (2017). doi: 10.1007/s40747-017-0044-x Google Scholar
  18. 18.
    Tan, R.-R., Aviso, K.-B., Huelgas, A.-P., Promentilla, M.-A.-B.: Fuzzy AHP approach to selection problems in process engineering involving quantitative and qualitative aspects. Process Saf. Environ. Prot. 92(5), 467–475 (2014). doi: 10.1016/j.psep.2013.11.005 CrossRefGoogle Scholar
  19. 19.
    Hsieh, C.-H., Chen, S.-H.: A model and algorithm of fuzzy product positioning. Inf. Sci. 121(1), 61–82 (1999). doi: 10.1016/S0020-0255(99)00050-X CrossRefzbMATHGoogle Scholar
  20. 20.
    Buckley, J.-J.: Fuzzy hierarchical analysis. Fuzzy Sets Syst. 17(3), 233–247 (1985). doi: 10.1016/0165-0114(85)90090-9 MathSciNetCrossRefzbMATHGoogle Scholar
  21. 21.
    Liu, H., Rodríguez, R.-M.: A fuzzy envelope for hesitant fuzzy linguistic term set and its application to multicriteria decision making. Inf. Sci. 258, 220–238 (2014). doi: 10.1016/j.ins.2013.07.027 MathSciNetCrossRefzbMATHGoogle Scholar
  22. 22.
    Filev, D., Yager, R.-R.: On the issue of obtaining OWA operator weights. Fuzzy Sets Syst. 94(2), 157–169 (1998). doi: 10.1016/S0165-0114(96)00254-0 MathSciNetCrossRefGoogle Scholar
  23. 23.
    Sahoo, N.-K., Mohanty, B.-S., Tripathy, P.-K.: Fuzzy inventory model with exponential demand and time-varying deterioration. Glob. J. Pure Appl. Math. 12(3), 2573–2589 (2016). Google Scholar

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Department of Industrial EngineeringMarmara UniversityIstanbulTurkey

Personalised recommendations