Bi-Objective Two-Stage Decision-Making Process for Service Marketing

The authors propose a bi-objective two-stage decision-making process to help the marketing team of a company to determine which services make more profit. The decision is based on customer satisfaction measures which are related to the different company services. Thus, they constitute a multi-criteria assessment of the company’s performances. The first stage of the authors’ proposed process is to evaluate the services with respect to certain criteria using a stochastic multi-criteria acceptability analysis. Then, a bi-objective mathematical model is utilized to determine which services are more profitable. An analytical hierarchy process is applied to aggregate the bi-objective model. The applicability and validity of the proposed process is illustrated in a case study

Analytical Hierarchy Process, Bi-Objective Mathematical Model, Decision-Making Process, Service Marketing, Stochastic Multi-Criteria Acceptability Analysis