Combining means-end chain and fuzzy ANP to explore customers’ decision process in selecting bundles

Although some researches had submitted the hierarchical model of customer value, there are still questions remaining in the model. How to achieve a more effective method for obtaining and analyzing data from customers concerning their expectations is still lacking. Therefore, this research first applied the modification of the means-end chain (MEC) to construct a hierarchy framework of customer value to allow product attributes to be linked. Next, this research combined fuzzy analytic network process (FANP) in exploring customer preference to catch the multiple needs of customers. Meanwhile, in the measurement of customer preference, fuzzy logic and linguistic variables are utilized to overcome human subjective and imprecise thinking. Overall, this research proposes the hierarchy framework of customer value including the causal relationships of attributes–consequence–value to fill previous modelʹs gap, and identified the factors which could enhance the value of bundle, in contrast to the many monetary research treatments of product bundles. Finally, this research presented the value implications of cosmetics bundles and implication for management and marketing.