Real estate developer's product positioning: AHP-utility-based model
Abstract
Inappropriate land development decisions lead to wasted land resources; such bad decisions can negatively impact urban landscapes and the environment, which makes the decision of an appropriate residential environment difficult. Therefore, a suitable assessment model is required to resolve this complexity. The present study applied the fuzzy Delphi method, analytical hierarchy process, utility theory, and other research methods to construct an evaluation model for residential environment location. the study findings reveal that consumers are attracted by regional environmental conditions and architectural design. However, the study found that community welfare is neglected. This model can help decision makers to evaluate utility values and profitability, in order to select the most suitable environment. Therefore, related authorities should strengthen community welfare and neighborhood development. Furthermore, social resources should be integrated in order to deliver social welfare and services to the community, thus enabling people in the community to obtain the necessary resources and assistance.
Keyword : residential environment, decision, fuzzy Delphi method, analytical hierarchy process, utility theory
How to Cite
Chiang, T.-Y. (2019). Real estate developer’s product positioning: AHP-utility-based model. International Journal of Strategic Property Management, 23(5), 317-327. https://doi.org/10.3846/ijspm.2019.9752
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Hassan, A. M., & Lee, H. (2015). Toward the sustainable development of urban areas: an overview of global trends in trials and policies. Land Use Policy, 48, 199-212. https://doi.org/10.1016/j.landusepol.2015.04.029
Hsueh, S. L. (2012). A fuzzy utility-based multi-criteria model for evaluating households’ energy conservation performance: a Taiwanese case study. Energies, 5(8), 2818-2834. https://doi.org/10.3390/en5082818
Hsueh, S. L., & Yan, M. R. (2013). A multimethodology contractor assessment model for facilitating green innovation: the view of energy and environmental protection. The Scientific World Journal, 2013. https://doi.org/10.1155/2013/624340
Hwang, B. G., & Ng, W. J. (2013). Project management knowledge and skills for green construction: overcoming challenges. International Journal of Project Management, 31(2), 272-284. https://doi.org/10.1016/j.ijproman.2012.05.004
Ishikawa, A., Amagasa, M., Shiga, T., Tomizawa, G., Tatsuta, R., & Mieno, H. (1993). The max-min Delphi method and fuzzy Delphi method via fuzzy integration. Fuzzy Sets and Systems, 55(3), 241-253. https://doi.org/10.1016/0165-0114(93)90251-C
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Kuo, Y. F., & Chen, P. C. (2008). Constructing performance appraisal indicators for mobility of the service industries using fuzzy Delphi method. Expert Systems with Applications, 35(4), 1930-1939. https://doi.org/10.1016/j.eswa.2007.08.068
Lam, P. T. I., Chan, E. H. W., Poon, C. S., Chau, C. K., & Chun, K. P. (2010). Factors affecting the implementation of green specifications in construction. Journal of Environmental Management, 91(3), 654-661. https://doi.org/10.1016/j.jenvman.2009.09.029
Larsen, J. K., Shen, G. Q., Lindhard, S. M., & Brunoe, T. D. (2016). Factors affecting schedule delay, cost overrun, and quality level in public construction projects. Journal of Management in Engineering, 32(1), 04015032. https://doi.org/10.1061/(ASCE)ME.1943-5479.0000391
Leaman, A., & Bordass, B. (2007). Are users more tolerant of “green” buildings? Building Research & Information, 35(6), 662-673. https://doi.org/10.1080/09613210701529518
Lee, S., & Seo, K. K. (2016). A hybrid multi-criteria decisionmaking model for a cloud service selection problem using BSC, fuzzy Delphi method and fuzzy AHP. Wireless Personal Communications, 86(1), 57-75. https://doi.org/10.1007/s11277-015-2976-z
Liu, K. S., Hsueh, S. L., Wu, W. C., & Chen, Y. L. (2012). A DFuzzy-DAHP decision-making model for evaluating energy-saving design strategies for residential buildings. Energies, 5(11), 4462-4480. https://doi.org/10.3390/en5114462
Luce, R. D. (1956). Semiorders and a theory of utility discrimination. Econometrica, Journal of the Econometric Society, 4, 178-191. https://doi.org/10.2307/1905751
Ministry of the Interior, Taiwan. (2015). EEWH-NC (Evaluation Manual for Green Building in Taiwan). Architecture and Building Research Institute.
Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre. Sport Management Review, 5(1), 25-43. https://doi.org/10.1016/S1441-3523(02)70060-0
Murray, T. J., Pipino, L. L., & Van Gigch, J. P. (1985). A pilot study of fuzzy set modification of Delphi. Human Systems Management, 5(1), 76-80.
Ozsoy, A., Altas, N. E., Ok, V., & Pulat, G. (1996). Quality assessment model for housing: a case study on outdoor spaces in Istanbul. Habitat International, 20(2), 163-173. https://doi.org/10.1016/0197-3975(95)00045-3
Paul, W. L., & Taylor, P. A. (2008). A comparison of occupant comfort and satisfaction between a green building and a conventional building. Building and Environment, 43(11), 18581870. https://doi.org/10.1016/j.buildenv.2007.11.006
Pohekar, S. D., & Ramachandran, M. (2004). Application of multi-criteria decision making to sustainable energy planning – A review. Renewable and Sustainable Energy Reviews, 8(4), 365381. https://doi.org/10.1016/j.rser.2003.12.007
Qi, G. Y., Shen, L. Y., Zeng, S. X., & Jorge, O. J. (2010). The drivers for contractors’ green innovation: an industry perspective.
Journal of Cleaner Production, 18(14), 1358-1365. https://doi.org/10.1016/j.jclepro.2010.04.017
Rehman, O. U., & Ryan, M. J. (2018). A framework for design for sustainable future-proofing. Journal of Cleaner Production, 170, 715-726. https://doi.org/10.1016/j.jclepro.2017.09.177
Retzlaff, R. C. (2008). Green building assessment systems: a framework and comparison for planners. Journal of the American Planning Association, 74(4), 505-519. https://doi.org/10.1080/01944360802380290
Rubin, H. J., & Rubin, I. S. (2011). Qualitative interviewing: the art of hearing data (3rd ed.). Thousand Oaks, CA: Sage.
Saaty, T. L. (1990). How to make a decision: the analytic hierarchy process. European Journal of Operation Research, 48(1), 9-26. https://doi.org/10.1016/0377-2217(90)90057-I
Santoso, D. S., & Soeng, S. (2016). Analyzing delays of road construction projects in Cambodia: causes and effects. Journal of Management in Engineering, 32(6), 05016020. https://doi.org/10.1061/(ASCE)ME.1943-5479.0000467
Weiss, R. S. (1994). Learning from strangers: the art and method of qualitative interview studies. New York, NY: The Free Press.
World Health Organization (WHO). (1961). Expert Committee on the Public Health Aspects of Housing. Retrieved from http://apps.who.int/iris/bitstream/10665/40497/1/WHO_TRS_225.pdf
Yang, R. J., Zou, P. X. W., & Wang, J. (2016). Modelling stakeholder-associated risk networks in green building projects. International Journal of Project Management, 34(1), 66-81. https://doi.org/10.1016/j.ijproman.2015.09.010
Zadeh, L. A. (1965). Fuzzy sets. Information and Control, 8(3), 338-353. https://doi.org/10.1016/S0019-9958(65)90241-X
Zeeman, H., Wright, C. J., & Hellyer, T. (2016). Developing design guidelines for inclusive housing: a multi-stakeholder approach using a Delphi method. Journal of Housing and the Built Environment, 4(31), 761-772. https://doi.org/10.1007/s10901-016-9499-0
Zhang, X., Platten, A., & Shen, L. (2011). Green property development practice in China: costs and barriers. Building and Environment, 46(11), 2153-2160. https://doi.org/10.1016/j.buildenv.2011.04.031
Zimmermann, H. J. (2010). Fuzzy set theory. Wiley Interdisciplinary Reviews: Computational Statistics, 2(3), 317-332. https://doi.org/10.1002/wics.82
Afacan, Y. (2011). Teaching universal design: an empirical research in interior architecture. Procedia-Social and Behavioral Sciences, 15, 3185-3192. https://doi.org/10.1016/j.sbspro.2011.04.269
Ali, H. H., & Al Nsairat, S. F. (2009). Developing a green building assessment tool for developing countries – case of Jordan. Building and Environment, 44(5), 1053-1064. https://doi.org/10.1016/j.buildenv.2008.07.015
Altaş, N. E., & Özsoy, A. (1998). Spatial adaptability and flexibility as parameters of user satisfaction for quality housing. Building and Environment, 33(5), 315-323. https://doi.org/10.1016/S0360-1323(97)00050-4
Altomonte, S., Schiavon, S., Kent, M. G., & Brager, G. (2019). Indoor environmental quality and occupant satisfaction in greencertified buildings. Building Research & Information, 47(3), 255-274. https://doi.org/10.1080/09613218.2018.1383715
Bathrellos, G. D., Skilodimou, H. D., Chousianitis, K., Youssef, A. M., & Pradhan, B. (2017). Suitability estimation for urban development using multi-hazard assessment map. Science of the Total Environment, 575, 119-134. https://doi.org/10.1016/j.scitotenv.2016.10.025
Borade, A. B., Kannan, G., & Bansod, S. V. (2013). Analytical hierarchy process-based framework for VMI adoption. International Journal of Production Research, 51(4), 963-978. https://doi.org/10.1080/00207543.2011.650795
Chen, Y. L., Cheng, A. C., Hsueh, S. L., & Qu, D. (2017). DAHP expected utility based evaluation model for management performance on interior environmental decoration – an example in Taiwan. Eurasia Journal of Mathematics, Science and Technology Education, 13(12), 8257-8265. https://doi.org/10.12973/ejmste/78635
Chen, Y. Q., Liu, J. Y., Li, B. G., & Lin, B. S. (2011). Project delivery system selection of construction projects in China. Expert Systems with Applications, 38(5), 5456-5462. https://doi.org/10.1016/j.eswa.2010.10.008
Chiang, C. M., & Lai, C. M. (2002). A study on the comprehensive indicator of indoor environment assessment for occupants’ health in Taiwan. Building and Environment, 37(4), 387-392. https://doi.org/10.1016/S0360-1323(01)00034-8
Chiang, T. Y., Perng, Y. H., & Liou, L. E. (2017). Impact and adaptation strategies in response to climate change on Taiwan’s water resources. Applied Mechanics & Materials, 858, 335-341. https://doi.org/10.4028/www.scientific.net/AMM.858.335
Cho, S. H., & Lee, T. K. (2011). A study on building sustainable communities in high-rise and high-density apartments – focused on living program. Building and Environment, 46(7), 1428-1435. https://doi.org/10.1016/j.buildenv.2011.01.004
Demirbilek, O., & Demirkan, H. (2004). Universal product design involving elderly users: a participatory design model. Applied Ergonomics, 35(4), 361-370. https://doi.org/10.1016/j.apergo.2004.03.003
Department of Urban Development. (2014). Division of Housing Engineering, Department of Urban Development, Taipei City Government, Taipei. Retrieved from http://www.udd.gov.taipei/pages/detail.aspx?Node=44&Page=7130
Department of Urban Development. (2017). Division of Housing Engineering, Department of Urban Development, Taipei City Government, Taipei. Retrieved from http://www.udd.gov.taipei/pages/detail.aspx?Node=44&Page=7804
Dozzi, S. P., AbouRizk, S. M., & Schroeder, S. L. (1996). Utilitytheory model for bid markup decisions. Journal of Construction Engineering and Management, 122(2), 119-124. https://doi.org/10.1061/(ASCE)0733-9364(1996)122:2(119)
GhaffarianHoseini, A., Dahlan, N. D., Berardi, U., GhaffarianHoseini, A., Makaremi, N., & GhaffarianHoseini, M. (2013). Sustainable energy performances of green buildings: a review of current theories, implementations and challenges. Renewable and Sustainable Energy Reviews, 25, 1-17. https://doi.org/10.1016/j.rser.2013.01.010
Han, S. H., Kim, D. Y., Kim, H., & Jang, W. S. (2008). A webbased integrated system for international project risk management. Automation in Construction, 17(3), 342-356. https://doi.org/10.1016/j.autcon.2007.05.012
Hassan, A. M., & Lee, H. (2015). Toward the sustainable development of urban areas: an overview of global trends in trials and policies. Land Use Policy, 48, 199-212. https://doi.org/10.1016/j.landusepol.2015.04.029
Hsueh, S. L. (2012). A fuzzy utility-based multi-criteria model for evaluating households’ energy conservation performance: a Taiwanese case study. Energies, 5(8), 2818-2834. https://doi.org/10.3390/en5082818
Hsueh, S. L., & Yan, M. R. (2013). A multimethodology contractor assessment model for facilitating green innovation: the view of energy and environmental protection. The Scientific World Journal, 2013. https://doi.org/10.1155/2013/624340
Hwang, B. G., & Ng, W. J. (2013). Project management knowledge and skills for green construction: overcoming challenges. International Journal of Project Management, 31(2), 272-284. https://doi.org/10.1016/j.ijproman.2012.05.004
Ishikawa, A., Amagasa, M., Shiga, T., Tomizawa, G., Tatsuta, R., & Mieno, H. (1993). The max-min Delphi method and fuzzy Delphi method via fuzzy integration. Fuzzy Sets and Systems, 55(3), 241-253. https://doi.org/10.1016/0165-0114(93)90251-C
Kadir, S. A., & Jamaludin, M. (2013). Universal design as a significant component for sustainable life and social development. Procedia-Social and Behavioral Sciences, 85, 179-190. https://doi.org/10.1016/j.sbspro.2013.08.349
Kuo, Y. F., & Chen, P. C. (2008). Constructing performance appraisal indicators for mobility of the service industries using fuzzy Delphi method. Expert Systems with Applications, 35(4), 1930-1939. https://doi.org/10.1016/j.eswa.2007.08.068
Lam, P. T. I., Chan, E. H. W., Poon, C. S., Chau, C. K., & Chun, K. P. (2010). Factors affecting the implementation of green specifications in construction. Journal of Environmental Management, 91(3), 654-661. https://doi.org/10.1016/j.jenvman.2009.09.029
Larsen, J. K., Shen, G. Q., Lindhard, S. M., & Brunoe, T. D. (2016). Factors affecting schedule delay, cost overrun, and quality level in public construction projects. Journal of Management in Engineering, 32(1), 04015032. https://doi.org/10.1061/(ASCE)ME.1943-5479.0000391
Leaman, A., & Bordass, B. (2007). Are users more tolerant of “green” buildings? Building Research & Information, 35(6), 662-673. https://doi.org/10.1080/09613210701529518
Lee, S., & Seo, K. K. (2016). A hybrid multi-criteria decisionmaking model for a cloud service selection problem using BSC, fuzzy Delphi method and fuzzy AHP. Wireless Personal Communications, 86(1), 57-75. https://doi.org/10.1007/s11277-015-2976-z
Liu, K. S., Hsueh, S. L., Wu, W. C., & Chen, Y. L. (2012). A DFuzzy-DAHP decision-making model for evaluating energy-saving design strategies for residential buildings. Energies, 5(11), 4462-4480. https://doi.org/10.3390/en5114462
Luce, R. D. (1956). Semiorders and a theory of utility discrimination. Econometrica, Journal of the Econometric Society, 4, 178-191. https://doi.org/10.2307/1905751
Ministry of the Interior, Taiwan. (2015). EEWH-NC (Evaluation Manual for Green Building in Taiwan). Architecture and Building Research Institute.
Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre. Sport Management Review, 5(1), 25-43. https://doi.org/10.1016/S1441-3523(02)70060-0
Murray, T. J., Pipino, L. L., & Van Gigch, J. P. (1985). A pilot study of fuzzy set modification of Delphi. Human Systems Management, 5(1), 76-80.
Ozsoy, A., Altas, N. E., Ok, V., & Pulat, G. (1996). Quality assessment model for housing: a case study on outdoor spaces in Istanbul. Habitat International, 20(2), 163-173. https://doi.org/10.1016/0197-3975(95)00045-3
Paul, W. L., & Taylor, P. A. (2008). A comparison of occupant comfort and satisfaction between a green building and a conventional building. Building and Environment, 43(11), 18581870. https://doi.org/10.1016/j.buildenv.2007.11.006
Pohekar, S. D., & Ramachandran, M. (2004). Application of multi-criteria decision making to sustainable energy planning – A review. Renewable and Sustainable Energy Reviews, 8(4), 365381. https://doi.org/10.1016/j.rser.2003.12.007
Qi, G. Y., Shen, L. Y., Zeng, S. X., & Jorge, O. J. (2010). The drivers for contractors’ green innovation: an industry perspective.
Journal of Cleaner Production, 18(14), 1358-1365. https://doi.org/10.1016/j.jclepro.2010.04.017
Rehman, O. U., & Ryan, M. J. (2018). A framework for design for sustainable future-proofing. Journal of Cleaner Production, 170, 715-726. https://doi.org/10.1016/j.jclepro.2017.09.177
Retzlaff, R. C. (2008). Green building assessment systems: a framework and comparison for planners. Journal of the American Planning Association, 74(4), 505-519. https://doi.org/10.1080/01944360802380290
Rubin, H. J., & Rubin, I. S. (2011). Qualitative interviewing: the art of hearing data (3rd ed.). Thousand Oaks, CA: Sage.
Saaty, T. L. (1990). How to make a decision: the analytic hierarchy process. European Journal of Operation Research, 48(1), 9-26. https://doi.org/10.1016/0377-2217(90)90057-I
Santoso, D. S., & Soeng, S. (2016). Analyzing delays of road construction projects in Cambodia: causes and effects. Journal of Management in Engineering, 32(6), 05016020. https://doi.org/10.1061/(ASCE)ME.1943-5479.0000467
Weiss, R. S. (1994). Learning from strangers: the art and method of qualitative interview studies. New York, NY: The Free Press.
World Health Organization (WHO). (1961). Expert Committee on the Public Health Aspects of Housing. Retrieved from http://apps.who.int/iris/bitstream/10665/40497/1/WHO_TRS_225.pdf
Yang, R. J., Zou, P. X. W., & Wang, J. (2016). Modelling stakeholder-associated risk networks in green building projects. International Journal of Project Management, 34(1), 66-81. https://doi.org/10.1016/j.ijproman.2015.09.010
Zadeh, L. A. (1965). Fuzzy sets. Information and Control, 8(3), 338-353. https://doi.org/10.1016/S0019-9958(65)90241-X
Zeeman, H., Wright, C. J., & Hellyer, T. (2016). Developing design guidelines for inclusive housing: a multi-stakeholder approach using a Delphi method. Journal of Housing and the Built Environment, 4(31), 761-772. https://doi.org/10.1007/s10901-016-9499-0
Zhang, X., Platten, A., & Shen, L. (2011). Green property development practice in China: costs and barriers. Building and Environment, 46(11), 2153-2160. https://doi.org/10.1016/j.buildenv.2011.04.031
Zimmermann, H. J. (2010). Fuzzy set theory. Wiley Interdisciplinary Reviews: Computational Statistics, 2(3), 317-332. https://doi.org/10.1002/wics.82