Using Fuzzy Set Theory in the Comparison of Customer Satisfaction Levels
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Date
2019
Authors
Ayvaz Çavdaroğlu, Nur
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Volume Title
Publisher
Süleyman Demirel Üniversitesi
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Abstract
Customer satisfaction is the key to the survival and profitability of all
businesses. In the ever-changing business world, this concept has gained more
importance. In particular, in industries where new firms based on new business
models emerge, the traditional firms find it more difficult to compete with the new
business models in terms of customer happiness. Sharing economy, which is
defined as “renting non-frequently used resources (e.g. houses, cars, various
commodities) in return of a certain price via digital platforms”, is one of these new
concepts that have inspired new business models. A sharing economy-based
company, Uber, has gained popularity in a short time. In this study, customer
satisfaction levels of Uber and classical taxi firms are compared and the
performance of each firm in various service dimensions is measured. Data is
collected via questionnaires and analyzed using the fuzzy set theory models.
According to the results, Uber performs much higher in all service dimensions with
respect to the classical taxi firms. By evaluating the results from a managerial
perspective, recommendations are developed for Uber and similar sharing
economy-based firms, and the classical firms who want to compete with these new
business models.
Description
Keywords
Sharing economy, Customer satisfaction, Fuzzy set theory, New business model
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0
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Volume
23
Issue
Özel
Start Page
163
End Page
168