Browsing by Author "Tzeng, Gwo-Hshiung"

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4G Mobile Phone Consumer Preference Predictions by Using the Rough Set Theory and Flow Graphs
(2010)
Huang, Chi-Yo
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Yang, Ya-Lan
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Tzeng, Gwo-Hshiung
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Cheng, Shih-Tsung
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Lee, Hong-Yuh
At the moment, when mobile phone users are demanding more handset features as well as broader bandwidth, the fourth generation (4G) wireless telecommunication standard is emerging. However, how to define appropriate handset features toward various market segmentations to fulfill customers\' needs and minimize the manufacturing cost has become one of the most important issues for the 4G handset manufacturers. Thus, a rule based consumer behavior forecast mechanism will be very helpful for marketers and designers of the handset manufacturers to understand and realize. Moreover, precise prediction rules for consumer behavior being derived by the forecast mechanism can be very useful for marketers and designers to define the features of the next generation handsets. Therefore, this research intends to define a Rough Set Theory (RST) based forecast mechanism for the 4G handset feature definitions. Possible handset features will first be summarized by literature reviews. After that, rules of consumers\' preferences toward the 4G handsets will be summarized by the RST. To analyze the data and uncover the knowledge inside the rules further, the flow graph will further be introduced for analyzing the information flow distribution. An empirical study on Taiwanese mobile phone users will be leveraged for verifying the feasibility and demonstrate the usability of the proposed forecast mechanism. Meanwhile, the proposed consumer behavior forecast mechanism can be leveraged on defining features of other high technology products/services.
A balanced scorecard approach to establish a performance evaluation and relationship model for hot spring hotels based on a hybrid MCDM model combining DEMATEL and ANP
(2011-12-01)
Chen, Fu-Hsiang
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Hsu, Tsung-Shin
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
The balanced scorecard approach is an effective technique for performance evaluation. For more accurately reflecting the dependence and feedback problems of each factor in real world situations, here a new model is developed using a balanced scorecard approach for evaluating the performance of hot spring hotel. A DANP hybrid MCDM model is adopted to solve the dependence and feedback problems, while establishing a performance evaluation and relationship model. An empirical case study is presented to demonstrate the effectiveness of the proposed hybrid MCDM model. Based on this study, the perspective between 'learning and growth'. 'enterprise's internal processes', and 'customer', all aim for solid financial performance as the ultimate goal, and report a positive influence. This effective performance evaluation model developed by applying the hybrid MCDM enables business managers to understand the appropriate actions and achieve a competitive advantage. (C) 2011 Elsevier Ltd. All rights reserved.
A Consumer e-Loyalty Assessment Model: B2C Service Management by Fuzzy MCDM Techniques
(2012)
Chern, Yuching
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
Customer loyalty is one of the critical motivations that facilitate the intentions and the actions of repurchase at a website stores and create marketing values for business-to-consumer service firms. However, while the measured values of human perceptions towards various attributes are often uncertain data, most conventional measurement methods could not precisely clarify the incomplete information by numerical format. Therefore, this paper presents a novel fuzzy multiple criteria decision making (FMCDM) model to cope with the assessment issue of B2C service e-loyalty construct. First, the analytic network process (ANP) will be used for evaluating essential factors that enhance B2C retailing service loyalty. Secondly, the logic of triangular fuzzy numbers will be applied to transform the satisfaction level of consumers into explicit numbers by fuzzy linguistic variable modeling and Converting fuzzy data into Crisp Set (CFCS) algorithm. Finally, a fuzzy MCDM model is used to determine consumers' subjective loyalty degree among B2C e-service providers. An empirical case assessed the consumer loyalty towards three Taiwanese B2C e-retailing service websites will demonstrate the feasibility of this approach. In addition, we validated the importance of the satisfactory degree resulted from a new exploratory pillar criteria of personalized product recommendations (PPRs) of B2C services for online marketing by our FMCDM model. The result of this study carried out that five main criteria of the antecedent for B2C services loyalty and the fuzzy e-loyalty scores are obtained for loyalty ranking of the case companies. The derived e-loyalty values of B2C retailing services are then employed to construct the fuzzy synthetic IPA (importance-performance analysis) matrix, expecting to support decision making on B2C services content selection and extend to strategic management directions to digital service innovation in e-markets.
A DATA-DRIVEN MADM MODEL FOR PERSONNEL SELECTION AND IMPROVEMENT
(2020-01-01)
Chuang, Yen-Ching
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Hu, Shu-Kung
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Liou, James J. H.
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Tzeng, Gwo-Hshiung
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科技管理研究所
Personnel selection and human resource improvement are characteristically multiple-attribute decision-making (MADM) problems. Previously developed MADM models have principally depended on experts' judgements as input for the derivation of solutions. However, the subjectivity of the experts' experience can have a negative influence on this type of decision-making process. With the arrival of today's data-based decision-making environment, we develop a data-driven MADM model, which integrates machine learning and MADM methods, to help managers select personnel more objectively and to support their competency improvement. First, RST, a machining learning tool, is applied to obtain the initial influential significance-relation matrix from real assessment data. Subsequently, the DANP method is used to derive an influential significance-network relation map and influential weights from the initial matrix. Finally, the PROMETHEE-AS method is applied to assess the gap between the aspiration and current levels for every candidate. An example was carried out using performance data with evaluation attributes obtained from the human resource department of a Chinese food company. The results revealed that the data-driven MADM model could enable human resource managers to resolve the issues of personnel selection and improvement simultaneously, and can actually be applied in the era of big data analytics in the future.
A Dominance-based Rough Set Approach to customer behavior in the airline market
(2010-06-01)
Liou, James J. H.
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
Market segmentation is a crucial activity in the present business environment. Data mining is a useful tool for identifying customer behavior patterns in large amounts of data. This information can then be used to help with decision-making in areas such as the airline market. In this study, we use the Dominance-based Rough Set Approach (DRSA) to provide a set of rules for determining customer attitudes and loyalties, which can help managers develop strategies to acquire new customers and retain highly valued ones. A set of rules is derived from a large sample of international airline customers, and its predictive ability is evaluated. The results, as compared with those of multiple discriminate analyses, are very encouraging. They prove the usefulness of the proposed method in predicting the behavior of airline customers. This study demonstrates that the DRSA model helps to identify customers, determine their characteristics, and facilitate the development of a marketing strategy. (C) 2010 Elsevier Inc. All rights reserved.
A fuzzy integral-based model for supplier evaluation and improvement
(2014-05-10)
Liou, James J. H.
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Chuang, Yen-Ching
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
Decisions related to supplier improvement and selection are inherently multiple criteria decision making (MCDM) problems and are strategically important to companies. Although efforts have been made to discover systematic methods to select the proper supplier, these efforts have assumed that the criteria are independent, which is not actually the case. Some studies that have treated the criteria as interdependent use additive models to obtain aggregate performance. We propose a novel fuzzy integral-based model that addresses the interdependence among the various criteria and employs the non-additive gap-weighted analysis. The structure of the relationships among the criteria and the criteria weights are developed using Decision Making Trial and Evaluation Laboratory (DEMATEL) combined with a fundamental concept of an analytic network process (ANP) called DANP. The fuzzy integral is then used to aggregate the gaps using the weights obtained from the DANP. The proposed model addresses the shortcomings of prior models and provides a more reasonable representation of the real world. The method is demonstrated using supplier evaluation and improvement data from a Taiwanese company. (C) 2013 Published by Elsevier Inc.
A fuzzy MCDM approach for evaluating banking performance based on Balanced Scorecard
(2009-08-01)
Wu, Hung-Yi
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Tzeng, Gwo-Hshiung
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Chen, Yi-Hsuan
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科技管理研究所
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Institute of Management of Technology
The paper proposed a Fuzzy Multiple Criteria Decision Making (FMCDM) approach for banking performance evaluation. Drawing on the four perspectives of a Balanced Scorecard (BSC), this research first summarized the evaluation indexes synthesized from the literature relating to banking performance. Then, for screening these indexes, 23 indexes fit for banking performance evaluation were selected through expert questionnaires. Furthermore, the relative weights of the chosen evaluation indexes were Calculated by Fuzzy Analytic Hierarchy Process (FAHP). And the three MCDM analytical tools of SAW, TOPSIS, and VIKOR were respectively adopted to rank the banking performance and improve the gaps with three banks as an empirical example. The analysis results highlight the critical aspects of evaluation criteria as well as the gaps to improve banking performance for achieving aspired/desired level. It shows that the proposed FMCDM evaluation model of banking performance using the BSC framework can be a useful and effective assessment tool. (C) 2009 Elsevier Ltd. All rights reserved.
A hybrid ANP model in fuzzy environments for strategic alliance partner selection in the airline industry
(2011-06-01)
Liou, James J. H.
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Tzeng, Gwo-Hshiung
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Tsai, Chieh-Yuan
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Hsu, Chao-Che
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科技管理研究所
Strategic airline alliances are an increasingly common strategy for enhancing airline competitiveness and satisfying customer needs, especially in an era characterized by blurring industry boundaries, fast-changing technologies, and global integration. Airlines have been very active in utilizing this form of strategic development. However, the selection of a suitable partner for a strategic alliance is not an easy decision, involving a host of complex considerations by different departments. Furthermore the decision-makers may hold diverse opinions and preferences arising due to incomplete information and knowledge or inherent conflict between various departments. In this study fuzzy preference programming and the analytic network process (ANP) are combined to form a model for the selection of partners for strategic alliances. The effects of uncertainty and disagreement between decision-makers as well as the interdependency and feedback that arise from the use of different criteria and alternatives are also addressed. This generic model can be easily extended to fulfill the specific needs of a variety of companies. (C) 2011 Published by Elsevier B.V.
A HYBRID DYNAMIC MADM MODEL FOR PROBLEM-IMPROVEMENT IN ECONOMICS AND BUSINESS
(2013)
Peng, Kua-Hsin
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
A typical multiple attribute decision making (MADM) model is a scientific analytical model for evaluating and improving a set of alternatives based on multiple criteria. However, this study identified some important new concepts and limitations/defects of traditional MADM for solving the real-world problems. First, the traditional MADM model assumes that criteria considered are independent and hierarchical in structure; however, the real-world problems often involve interdependent criteria, and thus interdependent models are required. Second, relatively good solutions from existing alternatives are replaced by the aspiration levels. Third, the trend has shifted from how to "rank"or "select" the most preferable alternatives, to how to "improve" their performances. Fourth, information fusion/aggregation, such as fuzzy integrals, basically, a non-additive/super-additive model, has been developed for performance aggregation. Therefore, to overcome the defects of the conventional MADM method and solve complex and dynamic real world problems, a Hybrid Dynamic Multiple Criteria Decision Making (HDMADM) method is needed. Finally, this study presented real cases to demonstrate the effectiveness of the HDMADM method for overcoming the defects of the conventional MADM method.
A Hybrid MADM Based Competence Set Expansion for Marketing Imagination Capabilities
(2010)
Huang, Chi-Yo
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Tzeng, Gwo-Hshiung
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Hor, Shu
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科技管理研究所
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Institute of Management of Technology
Creativity and marketing imagination capabilities are the most important factors for achieving marketing success and thus, firms\' profitability. However, a lot of marketing programs of new products are in lack of creativity. Further, albeit scholars found decision support systems to be useful for enhancing creativity, few past researches tried to uncover this issue in detail. To resolve the above mentioned problems and propose a decision making framework to derive the factors which affect the creativity of marketing programs, relationships between the factors and finally, define appropriate strategies to maximize the performance of marketing imagination, a hybrid multiple attribute decision making (MADM) method based decision support system by introducing the (creativity) competence set expansion concept will be proposed. A case study for expanding the creativity and thus, marketing imagination capabilities of a system vendor of telematic products was provided to demonstrate the feasibility of this MADM framework.
A modified VIKOR multiple-criteria decision method for improving domestic airlines service quality
(2011-03-01)
Liou, James J. H.
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Tsai, Chieh-Yuan
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Lin, Rong-Ho
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Tzeng, Gwo-Hshiung
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科技管理研究所
This study applies a modified VIKOR method to improve service quality among domestic airlines in Taiwan. Our model allows decision-makers to understand the gaps between alternatives and aspired-levels in practice. A large sample is used to establish a complete service quality evaluation framework for reducing the gaps to achieve the aspired-level. We then applied the modified VIKOR method to establish the gaps in priorities between alternatives and aspired-levels. Finally, based on these gaps in priorities, we provide managerial implications to improve different carriers for satisfying the customers' needs to achieve the aspired-level. (C) 2010 Elsevier Ltd. All rights reserved.
A new hybrid MCDM model combining DANP with VIKOR to improve e-store business
(2013-01-01)
Chiu, Wan-Yu
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Tzeng, Gwo-Hshiung
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Li, Han-Lin
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科技管理研究所
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資訊管理與財務金融系註：原資管所+財金所
Many consumers today buy products and services from e-stores. Because e-store managers are responsible for allocating different resources, it is essential that they understand consumers' shopping behaviour to provide the best possible value for visitors to their websites. Therefore, the purpose of this article is to focus on assessing and improving strategies to reduce the gaps in customer satisfaction caused by interdependence and feedback problems among dimensions and criteria to achieve the aspiration level. We propose a new hybrid Multiple Attribute Decision Making (MADM) model, combining the Decision Making Trial and Evaluation Laboratory (DEMATEL), DEMATEL-based Analytic Network Process (DANP), and Vlsekriterijumsko KOmpromisno Rangiranje (VIKOR) methods to solve these problems. Then, three real cases are used to illustrate how the proposed new hybrid Multiple Criteria Decision-Making (MCDM) model improves e-store business. These results can provide e-store managers with a knowledge-based understanding of how to create marketing strategies that reduce the performance gaps of dimensions and criteria to satisfy consumers' needs and encourage customers to purchase more. Crown Copyright (C) 2012 Published by Elsevier B.V. All rights reserved.
A new hybrid MCDM model combining DANP with VIKOR to improve e-store business
(2013-01-01)
Chiu, Wan-Yu
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Tzeng, Gwo-Hshiung
;
Li, Han-Lin
;
科技管理研究所
;
資訊管理與財務金融系註：原資管所+財金所
Many consumers today buy products and services from e-stores. Because e-store managers are responsible for allocating different resources, it is essential that they understand consumers' shopping behaviour to provide the best possible value for visitors to their websites. Therefore, the purpose of this article is to focus on assessing and improving strategies to reduce the gaps in customer satisfaction caused by interdependence and feedback problems among dimensions and criteria to achieve the aspiration level. We propose a new hybrid Multiple Attribute Decision Making (MADM) model, combining the Decision Making Trial and Evaluation Laboratory (DEMATEL), DEMATEL-based Analytic Network Process (DANP), and Vlsekriterijumsko KOmpromisno Rangiranje (VIKOR) methods to solve these problems. Then, three real cases are used to illustrate how the proposed new hybrid Multiple Criteria Decision-Making (MCDM) model improves e-store business. These results can provide e-store managers with a knowledge-based understanding of how to create marketing strategies that reduce the performance gaps of dimensions and criteria to satisfy consumers' needs and encourage customers to purchase more. Crown Copyright (C) 2012 Published by Elsevier B.V. All rights reserved.
A non-additive model for evaluating airline service quality
(2007-05-01)
Liou, James J. H.
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
This study develops a non-additive model for evaluating and improving the service quality of airlines and compares its results with the conventional additive method. Service quality is a composite of various attributes and many in a system have inter-dependent characteristics that may not be correctly evaluated using conventional additive measures. A fuzzy integral is thus proposed. Factor analysis is initially used to extract some independent common-factors and fuzzy integral used to integrate the performance ratings of inter-dependent attributes in each common-factor. For the analytic hierarchy process a pair-wise comparative approach is adopted to determine the relative weights linking each independent common-factor. Finally, Grey relation analysis and simple additive weight method are used to find airline service quality. A study of international airlines is conducted for verification. Safety and reliability emerge as the critical factors of service quality. (C) 2007 Elsevier Ltd. All rights reserved.
A Novel Evaluation Model for the Vehicle Navigation Device Market Using Hybrid MCDM Techniques
(2009)
Lin, Chia-Li
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Hsieh, Meng-Shu
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
The developing strategy of ND is also presented to initiate the product roadmap. Criteria For evaluation are constructed via reviewing papers, interviewing experts and brain-storming. The ISM (interpretive structural modeling) method was used to construct the relationship between each criterion. The existing NDs were sampled to benchmark the gap between the consumer's aspired/desired utilities with respect to the utilities of existing/developing NDs. The VIKOR method was applied to rank the sampled NDs. This paper will propose the key driving criteria of purchasing new ND and compare the consumer behavior of various characters. Those conclusions can be served as a reference for ND producers for improving existing functions or planning further utilities in the next e-era ND generation.
A Novel hybrid genetic algorithm for kernel function and parameter optimization in support vector regression
(2009-04-01)
Wu, Chih-Hung
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Tzeng, Gwo-Hshiung
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Lin, Rong-Ho
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科技管理研究所
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Institute of Management of Technology
This study developed a novel model, HCA-SVR, for type of kernel function and kernel parameter value optimization in support vector regression (SVR), which is then applied to forecast the maximum electrical daily load. A novel hybrid genetic algorithm (HGA) was adapted to search for the optimal type of kernel function and kernel parameter values of SVR to increase the accuracy of SVR. The proposed model was tested at an electricity load forecasting competition announced on the EUNITE network. The results showed that the new HGA-SVR model Outperforms the previous models. Specifically, the new HGA-SVR model can successfully identify the optimal type of kernel function and all the optimal values of the parameters of SVR with the lowest prediction error values in electricity load forecasting. Crown Copyright (C) 2008 Published by Elsevier Ltd. All rights reserved.
A Novel Hybrid MADM Based Competence Set Expansions of a SOC Design Service Firm
(2009)
Huang, Chi-Yo
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Tzeng, Gwo-Hshiung
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Lue, Yeou-Feng
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Chuang, Hsiu-Tyan
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科技管理研究所
As the IC (integrated circuit) industry migrates to the System-on-Chip (SOC) era, a novel business model, the SOC design service (DS), is emerging. However, how to expand a firm\'s innovation competences while satisfying multiple objectives including highest quality, lowest cost, and fastest time to market as well as most revenues for economics of scale are always problems for a design service firm. Therefore, attempts to expand the innovation competences, and thus the competitiveness, of latecomers in the SOC DS industry have already become the most critical issue facing the top managers of SOC design service firms. In this paper, a novel multiple attribute decision making (MADM) analytic framework based on the concept of competence set expansion, as well as MADM methods consisting with DEMATEL, ANP and multiple objective decision making (MODM) will be proposed in order to define a path for expanding a late-coining SOC DS firm\'s innovation capabilities. An empirical study on expanding innovation competence sets, of a late-coming Taiwanese DS firm then will be presented.
A novel hybrid MCDM approach for outsourcing vendor selection: A case study for a semiconductor company in Taiwan
(2010-07-01)
Lin, Ya-Ti
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Lin, Chia-Li
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Yu, Hsiao-Cheng
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Tzeng, Gwo-Hshiung
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科技管理研究所
Outsourcing manufacturing is a trend in today's global business operations. Vendor selection is an essential factor affecting outsourcing operations performance and has been determined as a multiple criteria decision making (MCDM) problem. The purpose of this paper is to propose a novel hybrid MCDM technique to cope with the complex and interactive vendor evaluation and selection problem which can determine the structural relationships and the interrelationships amongst all the evaluation's dimensions and support the Analytic Network Process (ANP) method to arrange appropriate weightings to each dimension and criterion in the evaluation model by summarizing the opinions of the experts. Finally, the overall performance ranking of all alternatives can be obtained to assist the decision making. Taiwan semiconductor industry is the largest provider in worldwide market. It is vertically disintegrated and outsourcing is a main stream practice. Wafer-testing is a critical manufacturing step in the semiconductor supply chain that distinguishes whether the IC can meet the specifications. Consequently, it's crucial to establish a thorough model for selecting the wafer-testing vendors in order to achieve the success of the outsourcing operation. A case study of a Taiwan semiconductor company in selecting its wafer-testing outsourcing vendor by using the proposed MCDM technique is demonstrated to enhance the decision making quality. The results and proposed solution can be referred to by not only the semiconductor companies, but also other industries so that they can improve the vendor selection process in order to achieve a higher performance and satisfaction level. (C) 2009 Elsevier Ltd. All rights reserved.
A Novel Hybrid MCDM Procedure for Achieving Aspired Earned Value Project Performance
(2016-01-01)
Chou, Shou-Yan
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Yu, Chien-Chou
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Tzeng, Gwo-Hshiung
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科技管理研究所
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Institute of Management of Technology
A better-performing project gainsmore subsequent businesses. Many organizations worldwide apply an earned value management (EVM) system to monitor and control their projects' performance. However, a successful EVM application requires handling multiple interinfluenced criteria with feedback effects for decision-making and continuous improvements throughout the application life cycle. The conventional decision approaches assume that preferences between criteria are independent and put their focuses on decision-making. This study employs a hybrid multiple criteria decision-making (HMCDM) method to devise a novel procedure to fulfil the deficiencies. The proposed procedure enables us to evaluate interinfluence effects and gap indices among criteria/dimensions/alternatives and then systemize the evaluation results in a context of influential network relation map (INRM). The INRM provides managers with visual information to find a route in making application decisions, while identifying critical gaps for continuous improvements. A numerical example is presented to illustrate the applicability of the proposed procedure. The results show that, by employing the HMCDM method, the proposed procedure can provide organizations with a foundation to ensure that the aspired EVM application outcomes are achieved at different levels within an organization.
A Novel Hybrid Multiple Attribute Decision Making Procedure for Aspired Agile Application
(2015-01-01)
Chou, Shuo-Yan
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Tzeng, Gwo-Hshiung
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Yu, Chien-Chou
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科技管理研究所
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Institute of Management of Technology
This study proposes a novel hybrid multiple attribute decision-making (HMADM) procedure to ensure that aspiration levels of the agile application outcomes are achieved. The agile is a concept widely applied by organizations worldwide to enhance their capabilities for better managing software development projects. The agile application requires a pragmatic procedure to handle decision making and continuous improvements over the application life cycle. The proposed procedure evaluates and systemizes inter-influence effects among agile application factors in a context of an influential network relation map (INRM). The INRM helps managers find routes in making application decisions, meanwhile, determining improvement strategies for implementing the selected decisions toward aspiration levels. A numerical example is used to illustrate applicability of the proposed procedure. The results showed that by applying HMADM model, this study can provide a significant foundation to ensure that the best agile application outcomes are reached.