Analysis and Evaluation of Business Signs Using Deviation Values

Abstract

This chapter proposes a new method for evaluating signs in the artisanal sign-making field. In particular, a quantitative evaluation method is used to identify sign evaluation items that can be used to improve the level of customer satisfaction (CS). Introducing the concept of “sign deviation values,” the effectiveness of these methods is then examined based on the results of practical tests conducted at sign-makers’ premises. The testing method initially involves deciding on items for evaluating signs, and using these items to evaluate actual signs, before and after improvements, to corroborate the effectiveness of the evaluation items. The deviation value method is then introduced to the sign evaluation to determine specific items that should be improved to increase the customer’s level of satisfaction. By making comparison between the “before” and “after” versions, new scientific guidelines can be formulated for sign-making.