Application of Choquet Integral-Fuzzy Measures for Aggregating Customers’ Satisfaction

Abstract

Choquet integral is a type of aggregation operator that is commonly used to aggregate the interrelated information. Nowadays, this operator has been successfully embedded with fuzzy measures in solving various evaluation problems. Inspired from this new development, this paper aims to introduce a combined Choquet integral-fuzzy measures (CI-FM) operator that uses the Shapley value standard and interaction index to deal with the interactions between elements of information. The proposed operator takes into account not only the importance of elements or their ordered positions but also the interaction among criteria during the evaluation process. A case of customers’ satisfaction over two fast restaurants in Malaysia is presented to illustrate the application of the proposed aggregation operator. Based on three customers’ satisfaction criteria, restaurant 1 and restaurant 2 received CI-FM scores of 0.711011 and 0.704945, respectively. Interestingly, the criterion “services” constantly received the highest rating across both restaurants. In addition, the proposed aggregation operator successfully identified which restaurant is superior in the eyes of customers. Finally, this study offers some research ideas for the future.