Akademik Veri Yönetim Sistemi
International Conference on Intelligent and Fuzzy Systems, INFUS 2020, İstanbul, Türkiye, 21 - 23 Temmuz 2020, cilt.1197 AISC, ss.769-778
The smartphones entered the market in the early 2000s and the market share of these products has been drastically increased with the development of technologies in telecommunication and the internet. Nowadays, in the market, there are various phone models including different features produced by companies in order to reach each customer. However, it is virtual to understand the expectations of the customer during the development phase to introduce a product that satisfies the customer. This process is complex, and it is also hard to achieve this target because of uncertainty in understanding the perceived quality of customers. Therefore, in the scope of this study, a new approach has been proposed including the short cut pairwise comparison, conjoint analysis, and Fuzzy Set Theory. The short cut pairwise comparison is a modified version of the analytic hierarchical process is used to measure the importance degrees of mobile phone design parameters. Then, Conjoint analysis is utilized to determine customer values on the level of the design parameters. In this study, Fuzzy set theory has been used to analyze of linguistic judgments of customers and to understand perceived design quality.