The Application of Uninorms in Importance-Performance Analysis
نویسندگان
چکیده
In the field of marketing, Importance-Performance Analysis is a useful technique for evaluating the elements of a marketing program. The importance dimension of this technique is often determined in a regression based approach. However, this approach has certain problems and limitations. A new approach, based on uninorms, is suggested. This article shows that the uninorm approach possesses several strengths for this type of analysis and matches particularly well with the customer satisfaction theory. Key-Words: Fuzzy Set Operators, Uninorms, Reinforcement Behavior, Compensation Behavior, ImportancePerformance Analysis, Expectation-Disconfirmation Paradigm
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