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A Fuzzy AHP Approach for Evaluating Customer Value of B2C Companies

With the development of electronic information technique, electronic ecommerce grows rapidly, including B2C electronic commerce company. The evaluation of customer value in B2C electronic commerce company is a multiple-criteria decision making (MCDM) problem with many quantitative and qualitative attributes. This paper proposes fuzzy analytical hierarchy process (FAHP) approach to evaluate customer value in B2C electronic commerce company. In addition, a case study is presented to demonstrate how the approach can help in solving such problems in practice.