36 research outputs found
Deriving consensus rankings via multicriteria decision making methodology
Purpose - This paper seeks to take a cautionary stance to the impact of the
marketing mix on customer satisfaction, via a case study deriving consensus
rankings for benchmarking on selected retail stores in Malaysia.
Design/methodology/approach - The ELECTRE I model is used in deriving
consensus rankings via multicriteria decision making method for benchmarking
base on the marketing mix model 4P's. Descriptive analysis is used to analyze
best practice among the four marketing tactics.
Findings - Outranking methods in consequence constitute a strong base on
which to found the entire structure of the behavioral theory of benchmarking
applied to development of marketing strategy.
Research limitations/implications - This study looks only at a limited part
of the puzzle of how consumer satisfaction translates into behavioral outcomes.
Practical implications - The study provides managers with guidance on how to
generate a rough outline of potential marketing activities that can be used to
take advantage of capabilities and convert weaknesses and threats.
Originality/value - The paper interestingly portrays the effective usage of
multicriteria decision-making and ranking method to help marketing managers
predict their marketing trends