Application of Analytic Hierarchy Process (AHP) Method in Decision Making for Reduction of the Levels of Legal Action in Telecommunications

• Autor(a) principal: Pereira, Rodrigo Araújo
• Data de Publicação: 2013
• Outros Autores: Bianchini, David
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12503
• topic: AHP method; Problems of Mobile; Multivariate Analysis, Analytic Hierarchy Process, Decision Making.; Método AHP; Problemas de Mobile; Análise Multivariada, Análise Hierárquica, Tomada de Decisão.

This work had the purpose to analyze the level of dissatisfaction of the client for mobile telephone companies in Brazil. These companies are the greatest cause of complaints to the organizations of consumer protection. Dissatisfaction affects the company's corporate image, thus reducing its competitiveness. The study uses the Analytic Hierarchy Process (AHP) to assess the possibility of reducing levels of lawsuits in the mobile industry. After applying the AHP to the complaints, the results were presented in the following order of priority of need for immediate change: Sense of Undue Importance (27.94% failure rate), Service (23.80%), Service Quality (22.42%), Line Blocking (11.7%), Delay in Delivery (9.97%) and Misleading Advertising (4.17%). With these reasons of complaints logged with the consumer protection agency identified, it is now mobile organizations responsibility to analyze each of these problems to identify their causes.