Evaluation of new service concepts using rough set theory and group analytic hierarchy process

Authors:
Changyong Lee;Hakyeon Lee;Hyeonju Seol;Yongtae Park
Affiliations:
Seoul National University, San 56-1, Shillim-Dong, Kwanak-Gu, Seoul 151-742, South Korea;Seoul National University of Technology, 172 Gongreuing 2-dong, Nowon-gu, Seoul 139-746, South Korea;Korea Air Force Academy, 335-1, Ssangsu-ri, Namil-myeon, Cheongwon-gun, Chungbuk 363-849, South Korea;Seoul National University, San 56-1, Shillim-Dong, Kwanak-Gu, Seoul 151-742, South Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2012

Citing 11
Cited 1

Group decision support with the analytic hierarchy process

Decision Support Systems
Feature extraction using rough set theory and genetic algorithms--an application for the simplification of product quality evaluation

Computers and Industrial Engineering
Product Development Decisions: A Review of the Literature

Management Science
Integrating AHP and data mining for product recommendation based on customer lifetime value

Information and Management
Design support systems: A case study of modular design of the set-top box from design knowledge externalization perspective

Decision Support Systems
Soft computing in engineering design - A review

Advanced Engineering Informatics
An expert system using rough sets theory for aided conceptual design of ship's engine room automation

Expert Systems with Applications: An International Journal
A hybrid approach to concept selection through fuzzy analytic network process

Computers and Industrial Engineering
A rough set based QFD approach to the management of imprecise design information in product development

Advanced Engineering Informatics
Generation of new service concepts: A morphology analysis and genetic algorithm approach

Expert Systems with Applications: An International Journal
Evaluation and management of new service concepts: An ANP-based portfolio approach

Computers and Industrial Engineering

An instrument for discovering new mobile service opportunities

International Journal of Mobile Communications

Quantified Score

Hi-index	12.05

Visualization

Abstract

One of the most crucial stages in the new service development (NSD) process is concept selection, which is characterized by newly generated alternatives and vaguely defined concept evaluation criteria. Although a number of factors have been found to be influential, a lacuna remains as to how to make a strategic decision based on influential factors. This study proposes a systematic approach to evaluation of new service concepts (NSCs) by integrating the merit of group analytic hierarchy process (AHP) in modeling multi-criteria decision making (MCDM) problems and the strength of rough set theory (RST) in handling subjectivity in concept evaluation. The suggested approach is designed to be executed in four discrete stages. First of all, a hierarchical AHP model for the evaluation of NSCs is constructed in terms of strategy, finance, market, technology, and implementation. Second, pairwise comparisons are made among criteria and sub-criteria, and preferences to NSCs with respect to the sub-criteria are obtained by domain experts. Third, the individual judgments obtained at the preceding stage are aggregated into group judgments. Finally, the NSCs are prioritized based on risk propensity of decision makers. A case study of the video game service is presented to illustrate the suggested approach. We believe that our method can promote consensus building on the promising NSCs.