Abstract

In the present study, we propose a multi criteria group decision making (MCGDM) method to evaluate performance of social networking sites (SNSs) using quality function deployment (QFD) and intuitionistic fuzzy Choquet integral (IFCI) operator. Proposed MCGDM method is developed by using preferences about the SNSs which are collected from the users and categorized into customer requirements (CRs) and technical characteristics (TCs). In proposed MCGDM method QFD and IFCI operator are used to incorporate CRs into TCs and to model interaction phenomena among TCs respectively.

Earlier QFD models found in literature, either didn’t consider negative correlations among TCs or if considered, it was dealt via normalization. In present study, to have more precise overall relationship matrix, we propose a methodology which can deal with every value from -1 to 1 assigned to correlations between TCs without doing normalization. Finally, proposed MCGDM method is demonstrated by analyzing the performance and ranking of four SNSs: Facebook, Instagram, Whatsapp and Twitter.

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