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.
KEYWORDS
Services marketing; Decision support; Analytic Hierarchy Process; Subjective judgements; Hierarchy of objectives
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