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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Making e-business Customer focused: A Fuzzy Approach

Making e-business Customer focused: A Fuzzy Approach
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Author(s): B. K. Mohanty (Indian Institute of Management, India)and Sajjad Zahir (University of Lethbridge, Canada)
Copyright: 2007
Pages: 4
Source title: Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch365
ISBN13: 9781599049298
EISBN13: 9781466665378


In this paper a methodology has been introduced to make the e-business more customers focused by obtaining the preference ranking of the products as per the buyers’ choice. The methodology takes into account the multiplicity of the product attributes and works in an integrated approach of fuzzy logic and Ordered Weighted Average Operator (OWA). The concept of OWA is used here to measure the optimism level of the customers in the given e-business system. This is most valuable information to make the e-business customer focused. Further, the OWA is applied here to articulate the targeted customers thereby making the e-business more customers’ orientation.

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