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A multi-criteria and statistical framework for measuring and analysing customers’ experience

Matsatsinis Nikolaos, Evangelia Krassadaki

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Περίληψη

A multi-criteria and statistical framework for measuring and analysing experience of customers is presented in this paper. It is based on a pre- and post-experience measurement, which is expressed by the same group of customers. The four-step methodological framework utilises the multi-criteria method MUSA in conjunction with the non-parametric Wilcoxon signed-rank test and proposes a set of indices and further results. The basic advantages of the proposed methodological framework are: It examines the pre- and post-experience, it considers the qualitative form of customers’ preference, assessment, etc., it analyses experience as multi-criteria aspect, it utilises multi-criteria analysis methods, and it combines the results of two different approaches (optimisation and inference statistics). Furthermore, the development of a set of quantitative indices and a perceptual map confirm the effective support of the experience evaluation problem. The paper presents an example that demonstrates the implementation process of the methodology.

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