Abstract: Importance Performance Analysis (IPA) is a commonly used customer satisfaction evaluation approach, and the analysis result is the important basis of product/service improvement design. In order to deal with the uncertainty of the customer′s evaluation information, fuzzy set approach was applied to express and handle the important degree information and performance information. Aiming at the problem that the traditional IPA does not consider the market competitive aspect in acquiring the attribute′s performance evaluation, a revised fuzzy IPA considering competitive analysis was proposed. Grey relational analysis was used to calculate the attribute′s competitive coefficient in order to amend the attribute′s initial performance evaluation given by customer group decision-making. Taking into consideration that there exist mutual influence relationships among attributes, DEMATEL was applied to analyze the difference level of the attribute impacting others and being impacted by others to modify the initial importance degree given by customer decision-making. Finally, a case study of customer satisfaction evaluation of an electronic product was presented to illustrate the effectiveness of the proposed approach.

Key words: customer satisfaction degree, importance performance analysis (IPA), grey relational analysis, decision making trial and evaluation laboratory method (DEMATEL), fuzzy theory