Combining Hybrid MADM with Fuzzy Integral for Exploring the Smart Phone Improvement in M-Generation
Shu-Kung Hu；Yen-Ching Chuang；Ya-Fan Yeh；Gwo-Hshiung Tzeng
Smart phone ； MADM (Multiple Attribute Decision Making) ； DEMATEL (decision-making trial and evaluation laboratory) ； DANP (DEMATEL-based analytic network process) ； Fuzzy integral
International Journal of Fuzzy Systems
|Volume or Term/Year and Month of Publication||
14卷2期（2012 / 06 / 01）
204 - 214
With the advancements of mobile technologies, internet connection can be conveniently accessed by the fast-growing number of smart phones. This is a relevant feature, making smart phone devices highly attractive to the M-era. In order to understand the end-users' needs and elevate competitive advantage of the enterprises, this study has set up an evaluation model for the smart phone improvement by using Fuzzy Hybrid MADM method, which integrated DANP in the Fuzzy integral. Analysis of DANP revealed that Mobile convenience (D3) has the highest impact to improvement of Customer Equity (D1), while Mobile multimedia services (C34) showed as the most influential criteria of D3. In the case of performance evaluation, it was found out that non-additive (fuzzy integral method, FI) could represent more the real behavior than additive (simple additive weighting method, SAW). This study was able to provide the enterprises a recommended direction which can enhance competitiveness of the smart phone according to network relation map (NRM) and performance evaluation.