Combining fuzzy AHP and fuzzy Kano to optimize product varieties for smart cameras: A zero-one integer programming perspective

Referring to the following figure, a product is functionally decomposed into core attributes and optional attributes. In particular, fuzzy AHP and fuzzy Kano are used to extract customer preferences and elicit customer perceptions, respectively. By virtue of ZOIP, the optimal product varieties are d...

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Bibliographic Details
Published in:Applied soft computing Vol. 22; pp. 410 - 416
Main Authors: Wang, Chih-Hsuan, Wang, Juite
Format: Journal Article
Language:English
Published: Elsevier B.V 01.09.2014
Subjects:
Customer perception
Customer preference
Fuzzy analytical hierarchy process
Fuzzy Kano model
Zero-one integer programming
Customer preference
Fuzzy analytical hierarchy process
Customer perception
Zero-one integer programming
Fuzzy Kano model
ISSN:1568-4946, 1872-9681
Online Access:Get full text
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Summary:Referring to the following figure, a product is functionally decomposed into core attributes and optional attributes. In particular, fuzzy AHP and fuzzy Kano are used to extract customer preferences and elicit customer perceptions, respectively. By virtue of ZOIP, the optimal product varieties are determined with respect to distinct segments. •A product is characterized by multiple-level core attributes and dichotomous optional attributes.•Fuzzy analytical hierarchy process is efficient to extract customers’ preferences for core attributes.•Fuzzy Kano model is effective to elicit customers’ perceptions of optional attributes.•Zero-one integer programming is conducted to optimize product varieties by maximizing overall customer utility and considering manufacturing cost constraints. In an era of global customization, dominating the majority market with a single product has become increasingly difficult and almost impossible for most companies. In contrast, they must provide various product varieties that attract diverse customers, particularly when acquiring distinct market segments. In practice, however, most companies cannot effectively reduce the gap between customer requirements and design characteristics, although this impacts the profitability and future growth of companies. Meanwhile, companies often get stuck in the trade-offs between enhancing product varieties and controlling manufacturing costs. Accordingly, this paper proposes a hybrid framework that combines fuzzy analytical hierarchy process (AHP), fuzzy Kano model with zero-one integer programming (ZOIP) to incorporate customer preferences and customer perceptions into the decision-making process of product configuration. Specifically, fuzzy AHP is used to extract customer preferences for core attributes while fuzzy Kano model is utilized to elicit customer perceptions of optional attributes. Finally, by virtue of ZOIP, the optimal product varieties (smart cameras) for distinct segments are determined by maximizing overall customer utility (OCU) and taking a firm's pricing policy into account.
ISSN:1568-4946
1872-9681
DOI:10.1016/j.asoc.2014.04.013