Evaluating Customers' Satisfaction Using MCDM Methodology

Most studies on customers' satisfaction normally use complex statistical analysis. Factors were measured through correlation studies or through the use of causal analysis. However, with the tremendous growth in operations research, new dimensions in the use of simple and practical approaches are available. These approaches are in fact, new fields within operations research, which include data mining, data envelopment analysis and MCDM (Multiple Criteria Decision Making). This paper attempts to highlight the use of MCDM in studying the customers' satisfaction on the services given by local authorities in Malaysia. The MCDM methodology here utilizes the use of AHP (Analytic Hierarchy Process) approach. The customers' views on the factors that affect the good governance of local authorities were evaluated through the pair-wise comparisons. The study would at least give a benevolent impact in planning for better, efficient and quality services of local authorities.