An integrated stochastic multi‐criteria acceptability analysis and mathematical optimisation for service marketing

In this paper, an integrated decision model is proposed to aid the marketing team of a company to improve the services. The decision is based on customers' satisfaction measures being related to the different services the company offers to its customers. Thus, a multi criteria (MC) evaluation of the company's performances based on different satisfaction measures is formed. Here, a two stage mechanism is proposed. First, the service purification with respect to some criteria is performed. Due to dynamism of the market changes and customers' opinions, a stochastic multi‐criteria acceptability analysis (SMAA) is employed to purify the services. Then, a non‐linear mathematical program is utilised to determine the services with more profits. The applicability and validity of the proposed model is illustrated in a case study.