Research On Intuitionistic Fuzzy Multiple Attribute Decision Making Method Based On The Perspective Of Decision Makers’ Preference

Since the second half of twentieth Century, the research on the theory and method of multiple attribute decision making has been developed and widely used. However, with the progress of science and technology and the speed of economic development, the decision-making system in reality has become increasingly complex. At the same time, the amount of information that decision-makers face is growing, the uncertainty of decision environment is increasing, and the corresponding decision-making problem also becomes more and more complex. The research on the theory and method of multiple attribute decision making under uncertain conditions has become the key and difficult point in th e field of management decision-making.However, the research on the existing uncertain multiple attribute decision making methods mostly focus on the attributes of real numbers, interval numbers, linguistic variables and fuzzy numbers, the uncertainty of attribute is not well defined, and the preference effect of the decision body to the uncertainty of the decision result is less considered, which leads to the poor integrity and practicality of the decision-making system. In order to weaken the negative effect of the uncertainty in the decision making, this paper makes a systematic study on the problem of the intuitionistic fuzzy multiple attribute decision making method based on the preference of decision-makers: on the one hand, analyzing from the decision object point of view, it introduces the intuitionistic fuzzy sets theory and makes full use of the natural characteristics of intuitionistic fuzzy numbers to express the quantitative relation betwixt the uncertainty as using the intuitionistic fuzzy numbe r to express the attribute value can reduce the uncertainty of decision making result to the greatest extent compared with other data types; on the other hand, from the perspective of the decision-making body, it studies the problem of multiple attribute decision making based on the preference of decision-makers, and eliminates the uncertainty caused by the incomplete, inaccurate or even neglect of the subject’s preference information as far as possible. The main research contents in this paper and the important results can be described in 5 parts:(1) The related concepts of intuitionistic fuzzy sets and interval valued intuitionistic fuzzy sets are defined, and their numerical characteristics and calculation rules are specified, and the intuitionistic fuzzy distance formula and intuitionistic fuzzy entropy are further analyzed. At the same time, the relevant decision-makers’ preference theory is combed and studied including the influence factor and the formation mechanism of decision-makers’ preference, the relevance between decision-makers’ preference and its theory origin is studied as the research core, and decision-makers’ preference is divided into the certainty preference, risk preference and uncertainty preference. Then, combining the above two aspects, based on the uncertainty of decision-makers’ preference, the paper proposes the research structure of intuitionistic fuzzy multiple attribute decision making method based on decision-makers’ different preference, and provides the supporting platform and framework system for the construction of the model and the effective decision in the following chapters.(2) Based on the expected value theory, a method of intuitionistic fuzzy multiple attribute decision making based on decision-makers’ certainty preference is constructed. The multiple attribute decision making problems with certainty preference of decision-makers under the condition of the attribute weights are completely unknown or partially unknown and the evaluation information are expressed in intuitionistic fuzzy numbers are focused on, and a comprehensive decision model based on the intuitionistic fuzzy cross entropy distance and the gray correlation analysis is proposed. The intuitionistic fuzzy cross entropy distance is introduced instead of the traditional geometric distance to determine the attribute weights and the mathematical optimization model is established with the maximized comprehensive grey correlation coefficient of the evaluation value and the subjective preference value of decision-makers. At the same time, the weight of the attributes is calculated by using the partially known weight information, the alternatives are sorted according to the comprehensive calculated grey correlation coefficient, and the validity of the new-built model is proved by two numerical experiments including the comparison and analysis.(3) Based on the expected utility theory, a method of intuitionistic fuzzy multiple attribute decision making based on risk preference of decision-makers is constructed. Because of the characteristics of intuitionistic fuzzy numbers and the multiple attribute decision making, the risk preference factor is introduced and the intuitionistic fuzzy score function based on decision risk preference is constructed. On this basis, the nature and ranking rules are studied. Then, according to the correlation of evaluation attributes, different information aggregation methods are constructed, and the intuitionistic fuzzy multiple attribute decision model based on decision-makers’ risk preference is established by using Choquet integral operator or the intuitionistic fuzzy weighted averaging operator. Finally, a specific case is applied and shows that the model can well reflect decision-makers’ risk attitude through calculating, comparing and analysis, which has a certain practicality.(4) Based on the prospect theory, the intuitionistic fuzzy multiple attribute decision making method based on decision-makers’ uncertainty preference is constructed. Firstly, the relationship between decision-makers’ uncertainty preference and the prospect theory is analyzed, and it specifies that the study on decision-makers’ uncertainty preference through the prospect theory is scientific, forward-looking and accurate. Based on this, the intuitionistic fuzzy mu ltiple attribute decision making method based on prospect theory is divided into two categories: the decision making problem with the absolute value and the decision making problem with the relative value. A decision model is set up to solve these two problems. For the former, the three-reference-point prospect theory model based on the grey target model and VIKOR decision method is constructed and applied in the random intuitionistic fuzzy multiple attribute decision making for decreasing the information loss of the prospect value resulting from selecting a single reference point. For the latter, a TODIM decision method based on intuitionistic fuzzy is constructed without obtaining the reference point clearly, where The parameters can be adjust according to the degree of risk aversion of decision-makers, and then a simulation experiment is carried out to analyze the robustness of the TODIM model to the decision results to provide sufficient theoretical basis for further study of the model.(5) The decision model built in this paper is applied to evaluate the telecom operators’ customer satisfaction. Through consulting industry experts, the group customer satisfaction evaluation index of three telecom operators in a certain region is planned, based on which a customer satisfaction questionnaire for a certain educational software product is designed. After the steps of issuing the questionnaire, data analysis and statistical analysis, the obtained data were processed into the intuitionistic fuzzy number. Based on different decision-makers’ preference, this paper makes use of the series of intuitionistic fuzzy decision making method to carry out the empirical analysis and decision-making, and provides the corresponding improvement strategy and suggestion to the co rresponding telecommunication enterprise.