Combining Hybrid MADM with Fuzzy Integral for Exploring the Smart Phone Improvement in M-Generation

• Main Authors: Yeh, Ya-Fan, 葉雅凡
• Other Authors: Tzeng, Gwo-Hshiung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/jx6626

碩士 === 開南大學 === 企業與創業管理學系 === 100 === In recent years, mobile phone has been part of everyone’s life. With its ever-growing popularity, smart phones are the most attractive to mobile market. Advancements of mobile applications, such as the convenience and easy use of accessing the internet have made the smart phone an essential tool for the multitasking-era, or recently termed as the M-era (Multitasking generation). How we can firstly understand the customer needs and performances, then how we can improve these performances for creating high value-added product to enhance the satisfaction of customers, and increase benefit and competitive advantage of enterprises. So in this study we will set up a smart phone improvement model for promoting the product value to satisfy the customer needs by using new hybrid MADM method, which combined Fuzzy DANP (Fuzzy DEMATEL-based ANP) with Fuzzy integral method. Based on the questionnaire analysis of Fuzzy DEMATEL, the experts realized that the degree of relationship of operating system is relatively high among the entire evaluation factors/criteria. In addition, mobile wallet services, having the greatest value, is directly influence other criteria. On the other hand, results of Fuzzy DANP revealed that the top three influential evaluation criteria are value equity, brand equity, and retention equity, successively. Furthermore, it was realized that the perfect customer equity can make consumers willing to purchase smart phone. Finally, after the performance evaluation of Fuzzy integral, it was found that firm C in the case study is virtually closest to the aspiration level than additive method (simple additive weighting). Furthermore, it was realized that the enterprises can improve its competitive advantage of smart phone by improving the performance of customer equity for creating a high value-added mobile phone product.