Thesis (M.Sc.) - Cairo University - Faculty of Computer and Information - Department of Operations Research and Decision Support

In a very rapid, competitive environment, characterized by stochasticity, randomness, non-linearity and complexity, organizations who fall to stand strong in front of changes will definitely die. Every organization{u2019}s objective is to maximize its profit. Customers are the main assist of any running business. In order to maximize the for any organization, customer{u2019}s satisfaction becomes one of the most important performance Indicator (KPI) to guarantee the organization{u2019}s success. Increasing customer{u2019}s satisfaction will increase the probability of purchasing of the product service which directly affects the profit. This thesis proposes a simulation framework that can enhance an organization{u2019}s product to increase the customer{u2019}s satisfaction via integrating conjoint analysis, system dynamics and stochastic optimization. There are two main types of decisions (that decision-maker can control). Either to set the price, or to enhance the quality of the important attributes in the product or service studied taking into considerations the process and costs. These attributes are selected based on their relative utility conjoint analysis. In order to apply the model, the required data was collected through survey questionnaire sent to the different customers. The proposed framework aims to identify robust and near optimal values for decisions, taking into consideration the uncertain variables in the environment like the rate of growth of competitor`s utilities

Issued also as CD