УДК 339.1

DOI: https://doi.org/10.36887/2415-8453-2020-1-29

Oleksandr DOROKHOV
PhD in Technical Sciences, Associate Professor, Associate Professor of Department of Information Systems, Simon Kuznets Kharkiv National University of Economics
ORCID ID: 0000-0002-0737-8714
E-mail: aleks.dorokhov@meta.ua
PhD Pharmaceutical Sciences, Associate Professor of Department of Pharmaceutical Marketing and Management, National University of Pharmacy
ORCID ID: 0000-0002-3859-628X
E-mail: Doal@meta.ua

JEL classification: С51; С63; С88; D12


Introduction. The computer modeling consumer behavior is very important in the context of a globalized market. More attention is paid to the consumption of manufactured goods and everyday items. Much less attention is paid to the service sector, in particular medical, recreational and physical. There is also a lack of application of mathematically grounded, computer methods and models for such modeling. Often the study of the behavior of consumers of goods and services, as well as their assessment of the level and components of the service, is reduced to conducting surveys of consumers and subsequent classical statistical processing of their results. At the same time, estimates, already at the initial stage, are inevitably converted into numerical form. We propose the use of an approach based on fuzzy logic, which makes it possible to combine criteria of different dimensions, including linguistic and verbal assessments.

The aim of the study is modeling of evaluation of cosmetology institutions.

Results. We proposed modeling the behavior of consumers of aesthetic cosmetology services as tasks of multi-criteria decision making on a variety of alternatives. The approach to the estimation of cosmetology service by clients based on fuzzy modeling is described. Specific features of cosmetology services, marketing, communication components are determined. The main consumer criteria for assessing cosmetology services are used. A computer model in the FuzzyTech, specialized software product for computer fuzzy modeling, was constructed. Integrated assessments for cosmetic institutions in Kharkiv have been calculated. Recommendations for improving the quality of cosmetology service, websites of cosmetology institutions, are suggested. The principles of the proposed approach, the described fuzzy model and its computer implementation can be applied to a wide range of tasks of multicriteria assessment of customer service in various social fields – retail stores, medicine, culture, health, physical education and training, public catering, other household and domestic services.

Conclusions. We have developed the model based on decision-making with the application of the fuzzy sets. It is shown the monitoring of the current level of the generalized assessment of the functioning and marketing interaction with the clients of the cosmetology company with the help of the developed model can be carried out more quickly, with less time spent at acceptable accuracy. Depending on the production situation or the set goals of consumers, individual evaluation criteria can be quickly clarified. In addition, the proposed model is generally aggregate and universal, is acceptable for multi-criteria assessment of the level of service and marketing components in providing various services to the population.

Keywords: modeling, fuzzy logic, consumer behaviour.


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The article was received 05.01.2020