Data Processing by Fuzzy Methods in Social Sciences Researches. Example in Hospitality Industry
DOI:
https://doi.org/10.15837/ijccc.2022.2.4741Keywords:
Likert scale, social research, fuzzy sets, competitor, hotelsAbstract
Likert-type scales are a common technique used in social science. Plus, the Likert scale is among the most frequently used psychometric tools in social sciences and educational research.
Despite its frequently used, the Likert scale raises up many questions mark. We can say that the use of the Likert scale in its classical form is too rigid and loses valuable information. Li (2013, p. 1613) calls on previous studies that "have claimed that fuzzy scales are more accurate than traditional scales due to the continuous nature of fuzzy sets".
The aim of this research is to reduce the inaccuracy caused by the use of the Likert scale, by proposing a method of more appropriate processing of data collected in this way. As shown in this paper, fuzzy methods can be a good alternative.
The research methodology consists of using the usual technique on the set of fuzzy numbers by considering the input data as linguistic variables, subsequently identified by triangular fuzzy numbers. The obtained scale is more elastic with respect to the input data, therefore it better captures the reality. The newly proposed method is applied in the concrete example of the competitors in the hotel field. The Importance-Performance Competitor Analysis is utilized. A weakness of the method is due to the use in its application of data collection with the Likert scale.
The results conclude on the situation of the competitors regarding each attribute considered as in the crisp version of the method, but the identification and processing of data correspond better to the aspects of subjectivity and uncertainty specific to human thinking. A novelty is also the obtaining of a hierarchy within each category of attributes from the quadrants proposed by the Important-Performance Analysis in relation to the competition.
References
[1] Albayrak, T. (2015). Importance Performance Competitor Analysis (IPCA): A study of hospitality companies, International Journal of Hospitality Management, 48, 135-142, 2015. https://doi.org/10.1016/j.ijhm.2015.04.013
[2] Allen, E.; Seaman, C. (2007). Likert scales and data analyses, Quality Progress, 40(7), 64-65, 2007.
[3] Bacon, D. R. (2003). A comparison of approaches to importance-performance analysis, International Journal of Market Research, 45(1), 1-15, 2003. https://doi.org/10.1177/147078530304500101
[4] Ban, A. I.; Coroianu, L. (2015). Simplifying the search for effective ranking of fuzzy numbers, IEEE Transactions on Fuzzy Systems, 23(2), 327-339, 2015. https://doi.org/10.1109/TFUZZ.2014.2312204
[5] Ban, O. I.; Mester, T. I. (2014). Using kano two dimensional service quality classification and characteristic analysis from the perspective of hotels' clients of Oradea, Revista de turism-studii si cercetari in turism, (18), 30-36, 2014.
[6] Ban, O.; Bogdan, V.; Tuse, D. (2019). Tourist Destination Assessment by Revised Importance- Performance Analysis, EURASIAN ECONOMIC PERSPECTIVES, Edited by: Bilgin, MH; Danis, H; Demir, E; Can, U, Book Series: Eurasian Studies in Business and Economics, 11(1), 49-68, 2019. https://doi.org/10.1007/978-3-030-18565-7_5
[7] Ban, A. I.; Ban, O. I.; Tuse, D. A. (2016). Derived fuzzy importance of attributes based on the weakest triangular norm-based fuzzy arithmetic and applications to the hotel services, Iranian Journal of Fuzzy Systems, 13(5), 65-85, 2016.
[8] Ban, O. I.; Tara, I. G.; Bogdan, V.; Tuse, D.; Bologa, S. G. (2016). Evaluation of hotel quality attribute importance through fuzzy correlation coefficient, Technological and Economic Development of Economy, 22(4), 471-492, 2016. https://doi.org/10.3846/20294913.2016.1144657
[9] Bei, L.-T.; Shang, C.-F. (2006). Building marketing strategies for state-owned enterprises against private ones based on the perspectives of customer satisfaction and service quality, Journal of Retailing and Consumer Services, 13(1), 1-13, 2006. https://doi.org/10.1016/j.jretconser.2004.07.002
[10] Bertram, D. (2007). Likert scales, Retrieved November, 2, 2007.
[11] Boone, H. N.; Boone, D. A. (2012). Analyzing likert data, Journal of extension, 50(2), 1-5, 2012.
[12] Burns, A. C. (1986). Generating Marketing Strategy Priorities Based On Relative Competitive Position, Journal of Consumer Marketing, 3(4), 49-56, 1986. https://doi.org/10.1108/eb008179
[13] Caber, M.; Albayrak, T.; Matzler, K. (2012). Classification of the destination attributes in the content of competitiveness (by revised importance-performance analysis), Journal of Vacation Marketing, 18(1) 43-56, 2012. https://doi.org/10.1177/1356766711428802
[14] Caber, M.; Albayrak, T.; Ismayıllı, T. (2017). Analysis of congress destinations' competitiveness using importance performance competitor analysis, Journal of Convention & Event Tourism, 18(2), 100-117, 2017. https://doi.org/10.1080/15470148.2017.1288185
[15] Chang, L. (1994). A psychometric evaluation of 4-poing and 6-point Likert-type scales in relation to reliability and validity, Applied Psychological Measurement, 18, 205-215, 1994. https://doi.org/10.1177/014662169401800302
[16] Chen, K. Y. (2014). Improving importance-performance analysis: The role of the zone of tolerance and competitor performance. The case of Taiwan's hot spring hotels, Tourism Management, 40, 260-272, 2014. https://doi.org/10.1016/j.tourman.2013.06.009
[17] Chu, R. K.; Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers, Tourism Management, 21(4), 363-377, 2000. https://doi.org/10.1016/S0261-5177(99)00070-9
[18] Croasmun, J. T.; Ostrom, L. (2011). Using Likert-Type Scales in the Social Sciences, Journal of Adult Education, 40(1), 19-22, 2011.
[19] Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales, International journal of market research, 50(1), 61-104, 2008. https://doi.org/10.1177/147078530805000106
[20] Del Chiappa, G.; Martin, J. C.; Roman, C. (2016). Service quality of airports' food and beverage retailers. A fuzzy approach., Journal of air transport management, 53, 105-113, 2016. https://doi.org/10.1016/j.jairtraman.2016.02.002
[21] Deng, W (2007). Using a revised importance-performance analysis approach: the case of Taiwanese hot springs tourism, Tourism Management, 28, 1274-1284, 2007. https://doi.org/10.1016/j.tourman.2006.07.010
[22] Deng, Y; Kuo, Y.F.; Chen, W.C. (2008). Revised importance-performance analysis: three-factor theory and benchmarking, The Service Industries Journal, 28(1), 37-51, 2008. https://doi.org/10.1080/02642060701725412
[23] Ebrahimnejad, A. (2015). An improved approach for solving fuzzy transportation problem with triangular fuzzy numbers, Journal of Intelligent & Fuzzy Systems, 29(2), 963-974, 2015. https://doi.org/10.3233/IFS-151625
[24] Ford, J.B.; Joseph, M.; Joseph, B. (1999). Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA, Journal of Services Marketing, 13(2), 171-186, 1999. https://doi.org/10.1108/08876049910266068
[25] Heilpern, S. (1992). The expected value of a fuzzy number, Fuzzy sets and Systems, 47(1), 81-86, 1992. https://doi.org/10.1016/0165-0114(92)90062-9
[26] Hodge, D.R.; Gillespie, D. (2003). Phrase completions: An alternative to Likert scales, Social Work Research, 27(1), 45-55, 2003. https://doi.org/10.1093/swr/27.1.45
[27] Hui, C. H.; Triandis, H. C. (1989). Effects of culture and response format on extreme response style, Journal of cross-cultural psychology, 20(3), 296-309, 1989. https://doi.org/10.1177/0022022189203004
[28] Jamieson, S. (2004). Likert scales: How to (ab)use them, Medical Education, 38, 1217-1218, 2004. https://doi.org/10.1111/j.1365-2929.2004.02012.x
[29] Joshi, A.; Kale, S.; Chandel, S.; Pal, D. K. (2015). Likert scale: Explored and explained, British Journal of Applied Science & Technology, 7(4), 396, 2015. https://doi.org/10.9734/BJAST/2015/14975
[30] Keyt, J. C.; Yavas, U.; Riecken, G. (1994). Importance-performance analysis: A case study in restaurant positioning, International Journal of Retail & Distribution Management, 22(5), 35-40, 1994. https://doi.org/10.1108/09590559410067325
[31] Lee, G; Lee, C.-K. (2009). Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: importance-performance analysis, Tourism Management, 30, 922- 931, 2009. https://doi.org/10.1016/j.tourman.2008.11.013
[32] Lee, Y.C.; Hsieh, Y.F. (2011). Integration of revised simultaneous importance performance analysis and decision making trial and evaluation laboratory: A study of the mobile telecommunication industry in Taiwan, African Journal of Business Management, 5(6), 2312, 2011.
[33] Leung, S.-O. (2011). A Comparison of Psychometric Properties and Normality in 4-, 5-, 6-, and 11-Point Likert Scales, Journal of Social Service Research, 37(4), 412-421, 2011. https://doi.org/10.1080/01488376.2011.580697
[34] Li, Q. (2013). A novel Likert scale based on fuzzy sets theory, Expert Systems with Applications, 40(5), 1609-1618, 2013. https://doi.org/10.1016/j.eswa.2012.09.015
[35] Li, W.; Yu, S.; Pei, H.; Zhao, C.; Tian, B. (2017). A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality, Journal of Air Transport Management, 60, 49-64, 2017. https://doi.org/10.1016/j.jairtraman.2017.01.006
[36] Li, D. F. (2012). A fast approach to compute fuzzy values of matrix games with payoffs of triangular fuzzy numbers, European Journal of Operational Research, 223(2), 421-429, 2012. https://doi.org/10.1016/j.ejor.2012.06.020
[37] Likert, R. (1932). A technique for the measurement of attitudes, Archives of Psychology, 22(140), 1-55, 1932.
[38] Liu, R.; Cui, L.; Zeng, G.; Wu, H.; Wang, C.; Yan, S.; Yan, B. (2015). Applying the fuzzy SERVQUAL method to measure the service quality in certification & inspection industry, Applied Soft Computing, 26, 508-512, 2015. https://doi.org/10.1016/j.asoc.2014.10.014
[39] Liu, P.; Liu, X.; Ma, G.; Liang, Z.; Wang, C.; Alsaadi, F.E. (2020). A multi-attribute group decision-making method based on linguistic intuitionistic fuzzy numbers and Dempster-Shafer evidence theory, International Journal of Information Technology & Decision Making, 19(02), 499-524, 2020. https://doi.org/10.1142/S0219622020500042
[40] Lubiano, M. A.; García-Izquierdo, A. L.; Gil, M. í. (2021). Fuzzy rating scales: Does internal consistency of a measurement scale benefit from coping with imprecision and individual differences in psychological rating?, Information Sciences, 550, 91-108, 2021. https://doi.org/10.1016/j.ins.2020.10.042
[41] Martilla, J.A.; James, J.C. (1977). Importance-performance analysis, Journal of Marketing, 41(1), 77-79 , 1977. https://doi.org/10.1177/002224297704100112
[42] O'Leary, S; Deegan, J (2005). Ireland's image as a tourism destination in France: attribute importance and performance, Journal of Travel Research, 43, 247-256, 2005. https://doi.org/10.1177/0047287504272025
[43] Oh, H. (2001). Revisiting importance-performance analysis, Tourism Management, 22, 617-627, 2001. https://doi.org/10.1016/S0261-5177(01)00036-X
[44] Qi, W.; Huang, Z.; Diní§er, H.; KorsakienË™e, R.; Yüksel, S. (2020). Corporate governance-based strategic approach to sustainability in energy industry of emerging economies with a novel interval-valued intuitionistic fuzzy hybrid decision making model, Sustainability, 12(8), 3307, 2020. https://doi.org/10.3390/su12083307
[45] Taplin, R.H. (2012). Competitive importance-performance analysis of an Australian wildlife park, Tourism Management, 33(1), 29-37, 2012. https://doi.org/10.1016/j.tourman.2011.01.020
[46] Vonglao, P. (2017). Application of fuzzy logic to improve the Likert scale to measure latent variables, Kasetsart Journal of Social Sciences, 38(3), 337-344, 2017. https://doi.org/10.1016/j.kjss.2017.01.002
[47] Wei, G. (2016). Picture fuzzy cross-entropy for multiple attribute decision making problems, Journal of Business Economics and Management, 17(4), 491-502, 2016. https://doi.org/10.3846/16111699.2016.1197147
[48] Weijters, B.; Millet, K.; Cabooter, E. (2020). Extremity in horizontal and vertical Likert scale format responses. Some evidence on how visual distance between response categories influences extreme responding., International Journal of Research in Marketing, 2020. https://doi.org/10.1016/j.ijresmar.2020.04.002
[49] Yavas, U.; Shemwell, D (1997). Analyzing a bank's competitive position and appropriate strategy, J. Retail. Bank. Serv, 19(4), 43-51, 1997.
[50] Zhang, H.Q.; Chow, I. (2004). Application of importance-performance model in tour guides' performance: evidence from mainland Chinese outbound visitors in Hong Kong, Tourism Management, 25(1), 81-91, 2004. https://doi.org/10.1016/S0261-5177(03)00064-5
[51] Zhang, X.; Liu, P. (2010). Method for aggregating triangular fuzzy intuitionistic fuzzy information and its application to decision making, Technological and economic development of economy, 16(2), 280-290, 2010. https://doi.org/10.3846/tede.2010.18
[52] Zhao, M.; Wei, G.; Wei, C.; Wu, J. (2021). Improved TODIM method for intuitionistic fuzzy MAGDM based on cumulative prospect theory and its application on stock investment selection, International Journal of Machine Learning and Cybernetics, 12(3), 891-901, 2021. https://doi.org/10.1007/s13042-020-01208-1
[2] Allen, E.; Seaman, C. (2007). Likert scales and data analyses, Quality Progress, 40(7), 64-65, 2007.
[3] Bacon, D. R. (2003). A comparison of approaches to importance-performance analysis, International Journal of Market Research, 45(1), 1-15, 2003. https://doi.org/10.1177/147078530304500101
[4] Ban, A. I.; Coroianu, L. (2015). Simplifying the search for effective ranking of fuzzy numbers, IEEE Transactions on Fuzzy Systems, 23(2), 327-339, 2015. https://doi.org/10.1109/TFUZZ.2014.2312204
[5] Ban, O. I.; Mester, T. I. (2014). Using kano two dimensional service quality classification and characteristic analysis from the perspective of hotels' clients of Oradea, Revista de turism-studii si cercetari in turism, (18), 30-36, 2014.
[6] Ban, O.; Bogdan, V.; Tuse, D. (2019). Tourist Destination Assessment by Revised Importance- Performance Analysis, EURASIAN ECONOMIC PERSPECTIVES, Edited by: Bilgin, MH; Danis, H; Demir, E; Can, U, Book Series: Eurasian Studies in Business and Economics, 11(1), 49-68, 2019. https://doi.org/10.1007/978-3-030-18565-7_5
[7] Ban, A. I.; Ban, O. I.; Tuse, D. A. (2016). Derived fuzzy importance of attributes based on the weakest triangular norm-based fuzzy arithmetic and applications to the hotel services, Iranian Journal of Fuzzy Systems, 13(5), 65-85, 2016.
[8] Ban, O. I.; Tara, I. G.; Bogdan, V.; Tuse, D.; Bologa, S. G. (2016). Evaluation of hotel quality attribute importance through fuzzy correlation coefficient, Technological and Economic Development of Economy, 22(4), 471-492, 2016. https://doi.org/10.3846/20294913.2016.1144657
[9] Bei, L.-T.; Shang, C.-F. (2006). Building marketing strategies for state-owned enterprises against private ones based on the perspectives of customer satisfaction and service quality, Journal of Retailing and Consumer Services, 13(1), 1-13, 2006. https://doi.org/10.1016/j.jretconser.2004.07.002
[10] Bertram, D. (2007). Likert scales, Retrieved November, 2, 2007.
[11] Boone, H. N.; Boone, D. A. (2012). Analyzing likert data, Journal of extension, 50(2), 1-5, 2012.
[12] Burns, A. C. (1986). Generating Marketing Strategy Priorities Based On Relative Competitive Position, Journal of Consumer Marketing, 3(4), 49-56, 1986. https://doi.org/10.1108/eb008179
[13] Caber, M.; Albayrak, T.; Matzler, K. (2012). Classification of the destination attributes in the content of competitiveness (by revised importance-performance analysis), Journal of Vacation Marketing, 18(1) 43-56, 2012. https://doi.org/10.1177/1356766711428802
[14] Caber, M.; Albayrak, T.; Ismayıllı, T. (2017). Analysis of congress destinations' competitiveness using importance performance competitor analysis, Journal of Convention & Event Tourism, 18(2), 100-117, 2017. https://doi.org/10.1080/15470148.2017.1288185
[15] Chang, L. (1994). A psychometric evaluation of 4-poing and 6-point Likert-type scales in relation to reliability and validity, Applied Psychological Measurement, 18, 205-215, 1994. https://doi.org/10.1177/014662169401800302
[16] Chen, K. Y. (2014). Improving importance-performance analysis: The role of the zone of tolerance and competitor performance. The case of Taiwan's hot spring hotels, Tourism Management, 40, 260-272, 2014. https://doi.org/10.1016/j.tourman.2013.06.009
[17] Chu, R. K.; Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers, Tourism Management, 21(4), 363-377, 2000. https://doi.org/10.1016/S0261-5177(99)00070-9
[18] Croasmun, J. T.; Ostrom, L. (2011). Using Likert-Type Scales in the Social Sciences, Journal of Adult Education, 40(1), 19-22, 2011.
[19] Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales, International journal of market research, 50(1), 61-104, 2008. https://doi.org/10.1177/147078530805000106
[20] Del Chiappa, G.; Martin, J. C.; Roman, C. (2016). Service quality of airports' food and beverage retailers. A fuzzy approach., Journal of air transport management, 53, 105-113, 2016. https://doi.org/10.1016/j.jairtraman.2016.02.002
[21] Deng, W (2007). Using a revised importance-performance analysis approach: the case of Taiwanese hot springs tourism, Tourism Management, 28, 1274-1284, 2007. https://doi.org/10.1016/j.tourman.2006.07.010
[22] Deng, Y; Kuo, Y.F.; Chen, W.C. (2008). Revised importance-performance analysis: three-factor theory and benchmarking, The Service Industries Journal, 28(1), 37-51, 2008. https://doi.org/10.1080/02642060701725412
[23] Ebrahimnejad, A. (2015). An improved approach for solving fuzzy transportation problem with triangular fuzzy numbers, Journal of Intelligent & Fuzzy Systems, 29(2), 963-974, 2015. https://doi.org/10.3233/IFS-151625
[24] Ford, J.B.; Joseph, M.; Joseph, B. (1999). Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA, Journal of Services Marketing, 13(2), 171-186, 1999. https://doi.org/10.1108/08876049910266068
[25] Heilpern, S. (1992). The expected value of a fuzzy number, Fuzzy sets and Systems, 47(1), 81-86, 1992. https://doi.org/10.1016/0165-0114(92)90062-9
[26] Hodge, D.R.; Gillespie, D. (2003). Phrase completions: An alternative to Likert scales, Social Work Research, 27(1), 45-55, 2003. https://doi.org/10.1093/swr/27.1.45
[27] Hui, C. H.; Triandis, H. C. (1989). Effects of culture and response format on extreme response style, Journal of cross-cultural psychology, 20(3), 296-309, 1989. https://doi.org/10.1177/0022022189203004
[28] Jamieson, S. (2004). Likert scales: How to (ab)use them, Medical Education, 38, 1217-1218, 2004. https://doi.org/10.1111/j.1365-2929.2004.02012.x
[29] Joshi, A.; Kale, S.; Chandel, S.; Pal, D. K. (2015). Likert scale: Explored and explained, British Journal of Applied Science & Technology, 7(4), 396, 2015. https://doi.org/10.9734/BJAST/2015/14975
[30] Keyt, J. C.; Yavas, U.; Riecken, G. (1994). Importance-performance analysis: A case study in restaurant positioning, International Journal of Retail & Distribution Management, 22(5), 35-40, 1994. https://doi.org/10.1108/09590559410067325
[31] Lee, G; Lee, C.-K. (2009). Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: importance-performance analysis, Tourism Management, 30, 922- 931, 2009. https://doi.org/10.1016/j.tourman.2008.11.013
[32] Lee, Y.C.; Hsieh, Y.F. (2011). Integration of revised simultaneous importance performance analysis and decision making trial and evaluation laboratory: A study of the mobile telecommunication industry in Taiwan, African Journal of Business Management, 5(6), 2312, 2011.
[33] Leung, S.-O. (2011). A Comparison of Psychometric Properties and Normality in 4-, 5-, 6-, and 11-Point Likert Scales, Journal of Social Service Research, 37(4), 412-421, 2011. https://doi.org/10.1080/01488376.2011.580697
[34] Li, Q. (2013). A novel Likert scale based on fuzzy sets theory, Expert Systems with Applications, 40(5), 1609-1618, 2013. https://doi.org/10.1016/j.eswa.2012.09.015
[35] Li, W.; Yu, S.; Pei, H.; Zhao, C.; Tian, B. (2017). A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality, Journal of Air Transport Management, 60, 49-64, 2017. https://doi.org/10.1016/j.jairtraman.2017.01.006
[36] Li, D. F. (2012). A fast approach to compute fuzzy values of matrix games with payoffs of triangular fuzzy numbers, European Journal of Operational Research, 223(2), 421-429, 2012. https://doi.org/10.1016/j.ejor.2012.06.020
[37] Likert, R. (1932). A technique for the measurement of attitudes, Archives of Psychology, 22(140), 1-55, 1932.
[38] Liu, R.; Cui, L.; Zeng, G.; Wu, H.; Wang, C.; Yan, S.; Yan, B. (2015). Applying the fuzzy SERVQUAL method to measure the service quality in certification & inspection industry, Applied Soft Computing, 26, 508-512, 2015. https://doi.org/10.1016/j.asoc.2014.10.014
[39] Liu, P.; Liu, X.; Ma, G.; Liang, Z.; Wang, C.; Alsaadi, F.E. (2020). A multi-attribute group decision-making method based on linguistic intuitionistic fuzzy numbers and Dempster-Shafer evidence theory, International Journal of Information Technology & Decision Making, 19(02), 499-524, 2020. https://doi.org/10.1142/S0219622020500042
[40] Lubiano, M. A.; García-Izquierdo, A. L.; Gil, M. í. (2021). Fuzzy rating scales: Does internal consistency of a measurement scale benefit from coping with imprecision and individual differences in psychological rating?, Information Sciences, 550, 91-108, 2021. https://doi.org/10.1016/j.ins.2020.10.042
[41] Martilla, J.A.; James, J.C. (1977). Importance-performance analysis, Journal of Marketing, 41(1), 77-79 , 1977. https://doi.org/10.1177/002224297704100112
[42] O'Leary, S; Deegan, J (2005). Ireland's image as a tourism destination in France: attribute importance and performance, Journal of Travel Research, 43, 247-256, 2005. https://doi.org/10.1177/0047287504272025
[43] Oh, H. (2001). Revisiting importance-performance analysis, Tourism Management, 22, 617-627, 2001. https://doi.org/10.1016/S0261-5177(01)00036-X
[44] Qi, W.; Huang, Z.; Diní§er, H.; KorsakienË™e, R.; Yüksel, S. (2020). Corporate governance-based strategic approach to sustainability in energy industry of emerging economies with a novel interval-valued intuitionistic fuzzy hybrid decision making model, Sustainability, 12(8), 3307, 2020. https://doi.org/10.3390/su12083307
[45] Taplin, R.H. (2012). Competitive importance-performance analysis of an Australian wildlife park, Tourism Management, 33(1), 29-37, 2012. https://doi.org/10.1016/j.tourman.2011.01.020
[46] Vonglao, P. (2017). Application of fuzzy logic to improve the Likert scale to measure latent variables, Kasetsart Journal of Social Sciences, 38(3), 337-344, 2017. https://doi.org/10.1016/j.kjss.2017.01.002
[47] Wei, G. (2016). Picture fuzzy cross-entropy for multiple attribute decision making problems, Journal of Business Economics and Management, 17(4), 491-502, 2016. https://doi.org/10.3846/16111699.2016.1197147
[48] Weijters, B.; Millet, K.; Cabooter, E. (2020). Extremity in horizontal and vertical Likert scale format responses. Some evidence on how visual distance between response categories influences extreme responding., International Journal of Research in Marketing, 2020. https://doi.org/10.1016/j.ijresmar.2020.04.002
[49] Yavas, U.; Shemwell, D (1997). Analyzing a bank's competitive position and appropriate strategy, J. Retail. Bank. Serv, 19(4), 43-51, 1997.
[50] Zhang, H.Q.; Chow, I. (2004). Application of importance-performance model in tour guides' performance: evidence from mainland Chinese outbound visitors in Hong Kong, Tourism Management, 25(1), 81-91, 2004. https://doi.org/10.1016/S0261-5177(03)00064-5
[51] Zhang, X.; Liu, P. (2010). Method for aggregating triangular fuzzy intuitionistic fuzzy information and its application to decision making, Technological and economic development of economy, 16(2), 280-290, 2010. https://doi.org/10.3846/tede.2010.18
[52] Zhao, M.; Wei, G.; Wei, C.; Wu, J. (2021). Improved TODIM method for intuitionistic fuzzy MAGDM based on cumulative prospect theory and its application on stock investment selection, International Journal of Machine Learning and Cybernetics, 12(3), 891-901, 2021. https://doi.org/10.1007/s13042-020-01208-1
Additional Files
Published
2022-03-05
Issue
Section
Articles
License
ONLINE OPEN ACCES: Acces to full text of each article and each issue are allowed for free in respect of Attribution-NonCommercial 4.0 International (CC BY-NC 4.0.
You are free to:
-Share: copy and redistribute the material in any medium or format;
-Adapt: remix, transform, and build upon the material.
The licensor cannot revoke these freedoms as long as you follow the license terms.
DISCLAIMER: The author(s) of each article appearing in International Journal of Computers Communications & Control is/are solely responsible for the content thereof; the publication of an article shall not constitute or be deemed to constitute any representation by the Editors or Agora University Press that the data presented therein are original, correct or sufficient to support the conclusions reached or that the experiment design or methodology is adequate.
