A CUSTOMER-ORIENTED DECISION AGENT FOR PRODUCT SELECTION IN WEB-BASED SERVICES
This paper describes a web-based Decision Agent (DA) that provides a customer-oriented approach for selecting products in online orders. The proposed approach is focused on enhancing the front-end of company's business portal by segmenting prospective online customers and directing them to use decision modules that improve user perception in terms of effort, accuracy, and acceptance. The user's Consistency Ratio (CR) in evaluating the attributes of online products is used to categorize prospected users and to direct them to proceed with one of three decision modules, Analytical Hierarchy Process (AHP), Simple Multi-Attribute Rating Technique (SMART), and Direct Scaling Method (DSM). The proposed approach is applied to an online cellular phone selection case study. Experimental results showed the fit of assigned decision modules to customer classes where users made smart phone selections with less effort and higher reported convenience and satisfaction. The approach can be tailored for other online products and can be integrated into the websites of producers and online stores in a wide range of business applications.
In order to set up a list of libraries that you have access to,
you must first login
or sign up.
Then set up a personal list of libraries from your profile page by
clicking on your user name at the top right of any screen.