Assessment of the betterness of a battery electric vehicle: A multi-criteria decision-making approach

  • Received January 14, 2024;
    Accepted July 15, 2024;
    Published August 21, 2024
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.20(3).2024.16
  • Article Info
    Volume 20 2024, Issue #3, pp. 193-208
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Despite the advantages and benefits of a battery electric vehicle, its adoption rate remains low. Previous studies have explored factors that influence the adoption of electric vehicles. However, studies investigating whether an electric car outperforms a gasoline car are still limited. Therefore, this study aims to assess the betterness of an electric vehicle compared with a gasoline vehicle in helping customers perform their jobs to be done. A multi-criteria decision-making approach using the analytic hierarchy process is built on two main criteria, namely, customer pains and customer gains, where customer pains are divided into cost pains and non-cost pains, and customer gains are divided into functional gains and emotional gains. Using the most affordable battery electric vehicle in the Indonesian market, interviewees who live in the greater Jakarta and drive to work were invited to perform the pairwise comparison processes. The finding of this study shows that with respect to helping customers perform their jobs to be done, a battery electric vehicle is equally to moderately worse than a gasoline vehicle with a worse score of 0.5946 compared with a better score of 0.4054. This finding comes from interviewees who prioritize customer gains with a priority score of 0.6993 over customer pains with a priority score of 0.3007. Considering that the analytic hierarchy process allows a small number of interviewees, the result obtained should be limited as an early prediction about the betterness of an electric car compared with a gasoline car from a certain group of persons.

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    • Figure 1. AHP model for assessing the betterness of a battery electric vehicle
    • Table 1. Ratio scale in performing AHP’s pairwise comparison
    • Table 2. Random index for consistency ratio
    • Table 3. Pairwise comparison matrix of main criteria from Interviewee #1
    • Table 4. Pairwise comparison matrix of subcriteriaof customer pains from Interviewee #1
    • Table 5. Pairwise comparison matrix of sub-criteria of customer gains from Interviewee #1
    • Table 6. Pairwise comparison matrix of sub-sub criteria of cost pains from Interviewee #1
    • Table 7. Pairwise comparison matrix of sub-sub-criteria of non-cost pains from Interviewee #1
    • Table 8. Pairwise comparison matrix of the sub-sub-criteria of functional gains of Interviewee #1
    • Table 9. Pairwise comparison matrix of the sub-sub-criteria of emotional gains of Interviewee #1
    • Table 10. Pairwise comparison matrix of EV betterness w.r.t. sub-sub-criteria of cost pains
    • Table 11. Pairwise comparison matrix of EV betterness w.r.t. sub-sub-criteria of non-cost pains
    • Table 12. Pairwise comparison matrix of EV betterness w.r.t. sub-sub-criteria of functional gains
    • Table 13. Pairwise comparison matrix of EV betterness w.r.t. sub-sub-criteria of emotional gains
    • Table 14. Results of Interviewee #1’s pairwise comparison
    • Table 15. EV betterness from Interviewee #1
    • Table 16. EV betterness in helping customers perform their JTBD compared to ICE car
    • Table 17. Interviewees’ priority on customer pains and customer gain in performing JTBD
    • Table 18. EV betterness with respect to customer gains
    • Table 19. EV betterness with respect to customer pains
    • Table 20. EV betterness with respect to emotional gains
    • Table 21. EV betterness with respect to functional gains
    • Table 22. EV betterness with respect to cost pains
    • Table 23. EV betterness with respect to non-cost pains
    • Conceptualization
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