Abstract

Determining the preferences of product attributes for customer value is a crucial issue driven by multiple requirements on the customers. However, arising from mental and psychological phenomena factors, people’s judgments on the importance of customer requirements is imprecise and vague. The fuzzy analysis hierarchy process (FAHP) with an extent analysis is utilized to determine preferences toward customer value to overcome this uncertainty in theAnalytic Hierarchy Process (AHP). With this method, the researcher can use triangular fuzzy numbers for the pair wise comparisons and derive the weight vectors. Based on the calculations results, the manufacturers could implement product design and quality management to prioritize customer requirements; besides, retailers are also able to understand what kind of benefits or performances are customers prefer and thereby develop strategic appeal for them.

Key words: Fuzzy AHP, product attributes, extent analysis, customer value.