Issue: 2024/Vol.34/No.3, Pages 221-242
A SYNTHETIC MEASURE FOR RANKING OVERALL SATISFACTION BASED ON MULTIDIMENSIONAL ORDINAL DATA. THE CASE OF AIRLINES ON THE TRIPADVISOR WEBSITE
Ewa Roszkowska
, Bartłomiej Jefmański , Marta Kusterka-Jefmańska
Cite as: E. Roszkowska, B. Jefmański, M. Kusterka-Jefmańska. A synthetic measure for ranking overall satisfaction based on multidimensional ordinal data. The case of airlines on the TripAdvisor website. Operations Research and Decisions 2024: 34(3), 221-242. DOI 10.37190/ord2403012
Abstract
A multi-criteria method has been proposed to measure global consumer satisfaction by handling graphical information represented in circles or star ratings available on the website for several criteria. The Synthetic Measure for Ordinal Data (SMOD) is based on Hellwig’s framework measuring distances between the object and the ideal object. In the construction of the synthetic measure, the distance between the ideal and anti-ideal object is also used. GDM2 distance measure was used for the calculation of distances between objects evaluated by ordinal scale. The proposed framework can be an alternative for the fuzzy or intuitionistic fuzzy transformations of linguistic data into fuzzy context. The SMOD method was applied for evaluation and ranking airlines based on passengers’ reviews accessed on the TripAdvisor website. We found that the proposed multi-criteria method enables us to discriminate and rank airlines based on incomplete information presented on this website. According to SMOD, the best is Singapore Airlines, while the last is Air China when considering Star Alliance members.
Keywords: online consumer review, uncertainly, incomplete information, multi-criteria method, ordinal scale, synthetic measure, airlines ranking, TripAdvisor
Received: 30 July 2023 Accepted: 24 July 2024
Published online: 17 October 2024