Fuzzy logic approach applied into balanced scorecard

Abstract

In this paper we propose to apply fuzzy logic methodologies for measuring key performance indicator into Balanced Scorecard (BSC) Customer Perspective. This study provide fuzzy key performance indicator (FKPI) to the customer experience management for uncertainty measures. The proposal is a step forward in terms of methodologies for creation of performance indicators in the field of marketing, where you have the opportunity to work with uncertain or vague data (human language). The significant contribution of the research is include qualitative data indicator, result from analysis the information that expresses the client in text format, to BSC. The methodology used is the model proposed by Mamdani fuzzy inference which is based on the fuzzy logic theory and fuzzy subsets. Software Matlab was used for the analysis.