Customers satisfaction by fuzzy synthetic evaluation and genetic algorithm (case study): Travel websites in Iran

Abstract

Purpose

The purpose of this paper is to present a new technique for the determination of effective criteria weight on satisfaction using genetic algorithm and fuzzy synthetic evaluation.

Design/methodology/approach

The weight values express the relative importance of criteria. In most of research works, weight values depend heavily on expert knowledge, and customer’s perspective have not been considered. The proposed approach determines the criteria weight on satisfaction using genetic algorithm and fuzzy synthetic evaluation considering Euclidean distance between the computed overall satisfaction evaluation and the surveyed overall satisfaction evaluation.

Findings

The research findings show that different segments of customer have various needs and explain causes of various needs in customers using genetic algorithm and fuzzy synthetic evaluation.

Originality/value

The value of the paper is in it using a new approach in order to determine the weight of criteria. The main advantage of proposed approach is that it will help managers and researchers to determine the weight of criteria on satisfaction, and this process will no longer just rely on expert knowledge.

Citation

Nayebpour, H. and Bokaei, M.N. (2019), "Customers satisfaction by fuzzy synthetic evaluation and genetic algorithm (case study): Travel websites in Iran", EuroMed Journal of Business, Vol. 14 No. 1, pp. 31-46. https://doi.org/10.1108/EMJB-11-2017-0041