EVALUATION OF STRATEGIES IN SERVICES MARKETING: A MULTICRITERIA APPROACH

Authors

  • Eduardo Pitombo Machado Instituto Brasileiro de Mercado de Capitais
  • Luiz Flavio Autran Monteiro Gomes Instituto Brasileiro de Mercado de Capitais
  • Marie Agnes Chauvel Instituto Brasileiro de Mercado de Capitais

Abstract

This article presents a decision support model for the analysis of services marketing strategies. The analytical method embedded in the decision model was the AHP – Analytic Hierarchy Process, considering its capability to facilitate the structuring of a complex decision problem as well its flexibility in applications. The use of the method was made operational through the Expert Choice software, that made model development feasible and stimulated the participation of various decision agents in the processes of model-building and analysis, and was applied on a Xerox Brazil case study. The article closes with practical conclusions and recommendations for similar, future applications.

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Author Biographies

Eduardo Pitombo Machado, Instituto Brasileiro de Mercado de Capitais

Mestre em Administração pelo Ibmec e Especialista em Gestão Estratégica em Serviços. Atualmente é coordenador acadêmico - Veris Educacional S/A. Tem experiência na área de Administração, com ênfase em Marketing e Operações de Serviços

Luiz Flavio Autran Monteiro Gomes, Instituto Brasileiro de Mercado de Capitais

Doctor of Philosophy. Professor titular, Faculdades Ilmec.

Marie Agnes Chauvel, Instituto Brasileiro de Mercado de Capitais

Graduação em Psicologia pela Universidade de São Paulo, mestrado em Psicologia Social pela Universidade de São Paulo e doutorado em Administração pela Universidade Federal do Rio de Janeiro. Atualmente, é professora adjunta do Departamento de Ciências Administrativas e Contábeis da Universidade Federal de São João del Rei - UFSJ

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Published

2008-07-21

Issue

Vol. 4 No. 2 (2003)

Section

Presentation

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