基於熵權的修正理想解之咖啡店選擇模型

A Model Based on Entropy Weight and Modified TOPSIS for Coffee Industry Selection

10.6510/JTLM.2(S).23

郭信霖(Hsin-Lin Kuo)；許淑卿(Shu-Ching Hsu)；藍俊雄(Chun-Hsiung Lan)

熵權 ； 服務品質 ； 理想解 ； 顧客學 ； Entropy Weight ； Service Quality ； TOPSIS ； Guestology

觀光與休閒管理期刊

2卷特刊（2014 / 10 / 01）

291 - 298

繁體中文

結合顧客學優質服務品質的實際，提出咖啡店選擇的指標體系，建立基於熵權的修正逼近理想解的排序方法（Technique for Order Preference by Similarity to IdealSolution, TOPSIS）的多層次評價模式。由於在該模式中採用了熵權，從而避免了確定低層次多因素權重的主觀性。通過將該模式顧客在選擇咖啡店中的應用，得出其咖啡店的優質商店的優劣排序，為顧客選擇理想的咖啡店。

The paper developed service quality of evaluation index system for coffee industry selection is put forward based on guestology, and a multi-level model of modified ideal solution, based on entropy weight. It is established a modified entropy-TOPSIS evaluation model to sort the coffee industry selection so as to choose the most satisfied excellent service quality. This model introduced information-entropy to calculate every index weight to avoid determining subjectively the weight. The objective of this article is to construct a model for coffee industry selection of service quality evaluation, taking into consideration of expert's and custom's viewpoints. Finally, it also intend to utilize quantitive method for analysis to improve the order preference of coffee industry selection was attained, and the excellent and ideal coffee industry was ascertained for the guest operation.