A novel hybrid decision-making model for determining product position under consideration of dependence and feedback

With the development of information and communications technology, people are gradually replacing paper maps with vehicle telematics systems (VTS). VTS provides customers with navigation services, as well as other functions and system services. This study discusses the development trend of VTS products/services and customers’ needs for navigation and location services, audio–video and entertainment services, communications and information services and safety and security services. Automobile manufacturers and VTS product/service providers should determine new product development strategies based on their customers’ needs, as these needs will directly influence future sales. To assist in determining customers’ VTS needs and intentions, this study evaluated customers’ important VTS product/service criteria. A novel MCDM (Multiple Criteria Decision-making) model was applied that integrated four MCDM techniques: decision-making trial and evaluation laboratory (DEMATEL); principal component analysis (PCA); analytical network procedures (ANP); and Vlse Kriterijumska Optimizacija I Kompromisno Resenje (VIKOR). These four techniques were applied to determine the product’s position and improve the four VTS service systems for obtaining the best win–win service solution. This paper proposed the key driving aspect of the four VTS service systems and determined their product’s position based on the proposed model. The conclusions are also suggestions for service providers to improve upon existing service functions and plan further utilities for the next generation of VTS service systems. This study also aids VTS service system providers in determining their product’s position and proposing their new value position.