EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH

Detalhes bibliográficos
Autor(a) principal: Machado, Eduardo Pitombo
Data de Publicação: 2008
Outros Autores: Gomes, Luiz Flavio Autran Monteiro, Chauvel, Marie Agnes
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45
Resumo: This article presents a decision support model for the analysis of services marketing strategies. The analytical method embedded in the decision model was the AHP – Analytic Hierarchy Process, considering its capability to facilitate the structuring of a complex decision problem as well its flexibility in applications. The use of the method was made operational through the Expert Choice software, that made model development feasible and stimulated the participation of various decision agents in the processes of model-building and analysis, and was applied on a Xerox Brazil case study. The article closes with practical conclusions and recommendations for similar, future applications.
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spelling EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACHAvaliação de estratégias em marketing de serviços: um enfoque multicritérioThis article presents a decision support model for the analysis of services marketing strategies. The analytical method embedded in the decision model was the AHP – Analytic Hierarchy Process, considering its capability to facilitate the structuring of a complex decision problem as well its flexibility in applications. The use of the method was made operational through the Expert Choice software, that made model development feasible and stimulated the participation of various decision agents in the processes of model-building and analysis, and was applied on a Xerox Brazil case study. The article closes with practical conclusions and recommendations for similar, future applications.Este artigo apresenta um modelo de apoio à decisão voltado à análise de estratégias de marketing de serviços. O método analítico embutido no modelo de decisão foi o AHP – Analytic Hierarchy Process, em função de sua capacidade de facilitar a estruturação de um complexo problema decisório, bem como de sua flexibilidade nas aplicações. O uso desse método foi operacionalizado por meio do software Expert Choice, que viabilizou o desenvolvimento do modelo e estimulou a participação de vários agentes de decisão no processo de modelagem e análise, sendo aplicado a estudo de caso da Xerox do Brasil. Encerra-se o artigo com conclusões práticas e recomendações para aplicações futuras similares.PALAVRAS-CHAVE: Marketing de serviços; Apoio à decisão; Método de análise hierárquica; Julgamentos subjetivos; Hierarquia de objetivos.Editora Mackenzie2008-07-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/45Revista de Administração Mackenzie; Vol. 4 No. 2 (2003)Revista de Administração Mackenzie; Vol. 4 Núm. 2 (2003)Revista de Administração Mackenzie (Mackenzie Management Review); v. 4 n. 2 (2003)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/45/45https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45/2042https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45/2043Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessMachado, Eduardo PitomboGomes, Luiz Flavio Autran MonteiroChauvel, Marie Agnes2011-01-14T18:46:10Zoai:ojs.editorarevistas.mackenzie.br:article/45Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:23.830142RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
Avaliação de estratégias em marketing de serviços: um enfoque multicritério
title EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
spellingShingle EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
Machado, Eduardo Pitombo
title_short EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
title_full EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
title_fullStr EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
title_full_unstemmed EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
title_sort EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH
author Machado, Eduardo Pitombo
author_facet Machado, Eduardo Pitombo
Gomes, Luiz Flavio Autran Monteiro
Chauvel, Marie Agnes
author_role author
author2 Gomes, Luiz Flavio Autran Monteiro
Chauvel, Marie Agnes
author2_role author
author
dc.contributor.author.fl_str_mv Machado, Eduardo Pitombo
Gomes, Luiz Flavio Autran Monteiro
Chauvel, Marie Agnes
description This article presents a decision support model for the analysis of services marketing strategies. The analytical method embedded in the decision model was the AHP – Analytic Hierarchy Process, considering its capability to facilitate the structuring of a complex decision problem as well its flexibility in applications. The use of the method was made operational through the Expert Choice software, that made model development feasible and stimulated the participation of various decision agents in the processes of model-building and analysis, and was applied on a Xerox Brazil case study. The article closes with practical conclusions and recommendations for similar, future applications.
publishDate 2008
dc.date.none.fl_str_mv 2008-07-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45/45
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45/2042
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/45/2043
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 4 No. 2 (2003)
Revista de Administração Mackenzie; Vol. 4 Núm. 2 (2003)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 4 n. 2 (2003)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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