A Kano model, AHP and TOPSIS based approach for selecting the best mobile phone under a fuzzy environment

Purpose In today's era of a digital world, mobile phones have now become an essential part in everyday life. The selection of the best mobile phone among the available alternatives is a complex decision making it a problem for the customers. Mobile phone manufactures are facing a lot of problems for launching/introducing a mobile phone according to the requirement of customers and it depends on a number of criteria/attributes such as: technical specifications, price, brand etc. Design/methodology/approach In the presented work, the above-discussed problem has been considered as a Multi-Criteria Decision Making MCDM problem and an approach based on Kano model with Fuzzy AHP and TOPSIS has been proposed to solve the problem. The Kano model has been used for identifying the different Kano categories of all the features through a customer survey. Fuzzy AHP has been applied to achieve the weights of each feature in order to introduce a best mobile phone for the customers. TOPSIS has been used for ranking of alternatives. Findings main features with different other sub-features have been selected for the study. Different features have been considered as categories and their Kano categories have been found out. The importance of these features has also been calculated by Fuzzy-AHP in terms of their evaluated weights. Different mobile phones have been ranked by TOPSIS according to their features calculated by Fuzzy-AHP. The proposed approach seems effective for identifying/classifying different attributes/features of mobile phones according to customer's requirements. Originality/value Here, different features of a mobile phone have been considered for designing a suitable mobile phone. Thus, this work can help a designer to design and select a suitable feature for a customer-oriented mobile phone.