Applying Fuzzy Multi-Criteria Decision Method to Select Hospital Marketing Public Relations Personnel for Taiwan Medical Centers

• Main Authors: Chi-Ju Wang, 王啟儒
• Other Authors: Pei-Ying Tsai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/64097759245292170754

碩士 === 銘傳大學 === 傳播管理學系碩士在職專班 === 99 === In recent years, because of the major change and competition of the medical environment, the managers of medical centers face many enormous pressures and conflicts. Due to these vicissitudes, the hospitals have paying more attention to hospital marketing public relations staff, and wish they can help to expand the business and to enhance the image and reputation. The purpose of this study is to solve the problem of selecting the most suitable hospital marketing public relations personnel in Taiwan medical centers, by formulating a decision-making algorithm adjusted to the experts’ professional consensus. Starting with reviewing the literatures and interviewing the executives of 19 medical centers in Taiwan, after screening, we collect the criteria and the sub-criteria to construct the hierarchical structure for selecting the most suitable hospital marketing public relations personnel. Some selecting criteria are qualitative by nature and often depend on experts’ judgment of approximation. Such factors involve a great degree of linguistic deficiency; in other words, we cannot elicit the complete, precise, and reliable knowledge from the experts. Due to the existing fuzziness in decision making as mentioned above, a fuzzy approach appears to be one of the feasible solutions for us to handle such difficult problems. Besides, the fuzzy Delphi method is integrated with the eigenvector method to form a set of pooled weights of the criteria. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings, including ‘importance’ and ‘appropriateness’ of linguistic variables. Finally, by the hierarchy integration we obtain the respective final scores of candidates, and apply Chen’s ranking method for choosing the most suitable hospital marketing public relations personnel.