استراتژي‌هاي رضايت‌مندي مسافرين از پروازهاي شركت‌هاي هواپيمايي مبتني بر سيستم‌هاي خاكستري (مطالعه‌ي موردي: صنعت هواپيمايي ايران)

Strategy Development for Customer Satisfaction of Airline Flights based on Grey Systems (Case Study: Iranian Airline Industries)

با گسترش فناوري اطلاعات، يكي از مهم‌ترين مسايلي كه امروزه در بازارهاي رقابتي به آن توجه مي‌شود، بحث افزايش رضايت مشتريان و وفاداري آنهاست. براي پوشش نامعيني موجود در مسيله، با توجه به نوع مسيله و شرايط آن، از روش سيستم‌هاي خاكستري استفاده شده است. بدين‌منظور، چهارچوبي براي تدوين استراتژي‌هاي رضايت‌مندي مشتري ارايه شده كه در آن، ابتدا يك روش تركيبي براي رتبه‌بندي نيازهاي مشتري در QFD برمبناي اعداد خاكستري و سپس روشي بر پايه‌ي روش مجموع ساده وزين و اعداد خاكستري براي رتبه‌بندي مشخصه‌هاي فني ارايه شده است. نهايتاً اين دو مدل در خانه‌ي كيفيت مدل گسترش عملكرد كيفيت مورد استفاده قرار گرفته‌اند. سپس مدل ارايه شده در صنعت هواپيمايي بررسي و نتايج حاصله تحليل ‌شد. يافته‌هاي تحقيق نشان مي‌دهد كه معيار ايمني پروازها در رتبه‌ي اول و معيار وقت‌شناسي در انجام پروازها در رتبه‌ي دوم اولويت‌بندي نيازهاي مسافر قرار دارد؛ همچنين معيار «برنامه‌هاي وفاداري و كثيرالسفر» در ميان مسافرين معيار تقريباً ناشناخته‌يي است كه بايد مورد توجه شركت‌هاي هواپيمايي قرار گيرد.

By development of information technology, nowadays one of the most important issues in competitive markets is the growth of customer satisfaction and loyalty. As yet many researches are performed in customer satisfaction but a few researches are carried on uncertainty conditions. Meanwhile, most of the uncertainty modeling has been manipulated by fuzzy mathematics. While fuzzy mathematics can not to be responsible into the type of uncertainties in such problems and make the invalid and unfavorable results. Fuzzy mathematics rely on the cognitive uncertainty established based on experiences that "having a clear intension without a clear extension". The aim of this uncertainty modeling is that to make a cognitive expression of objects using membership definitions and linguistic propositions. But often sufficient information and experiences were needed to develop such membership functions; whilst in some uncertainty problems even such information and experiences are not available to be used to develop membership functions. Essentially, because of poor information and small samples, object intension is unclear and only a range of object extension can be handled. This is the subject of the other type of uncertainty named grey set theory. In this study, this type of uncertainty is used in customer satisfaction issue; since "having an unclear intension with a clear extension" is more sensible observed in this issue and hence it seems that grey set theory is more responsible than fuzzy theory in this issue. Therefore, a framework for strategy development in customer satisfaction is introduced such that initially the importance of customer requirements are extracted in QFD by quantitative Kano used with grey numbers and also grey TOPSIS. On the other hand, a method is presented for ranking technical requirements based on SAW and grey number. Finally, these two models were used in House of Quality in QFD. The developed model was examined in airline industry and the obtained results are analyzed. The research finding illustrates that the “safety of flight” is the first and “punctuality in flight” is the second rank of the priority needs of passengers and also “loyalty program & many travel” is approximately unknown for passengers that should be attended by airlines.