Title :
Consumer evaluation of service brand extension based on gray preference analysis
Author :
Wang Jian-ling ; Liu Si-feng ; Yao-guo, Dang ; Liu Hai-jian
Author_Institution :
Nanjing Univ. of Aeronaut. & Astronaut., Nanjing
Abstract :
In this paper, the gray preference analysis of service brand extension is proposed based on A&K model, and a famous Chinese brand suning is experimented. The experimental evidence shows that complementary is a salient clue to evaluate extensions in a services context, the process quality is more important than functional quality, and brand extension strategies could probably be used more successfully for those with higher service quality.
Keywords :
consumer behaviour; customer services; grey systems; Chinese brand suning; consumer evaluation; gray preference analysis; service brand extension; Analysis of variance; Context-aware services; Data analysis; Feedback; Performance evaluation; Principal component analysis; Probability distribution; Regression analysis; Statistical analysis; Statistical distributions;
Conference_Titel :
Systems, Man and Cybernetics, 2007. ISIC. IEEE International Conference on
Conference_Location :
Montreal, Que.
Print_ISBN :
978-1-4244-0990-7
Electronic_ISBN :
978-1-4244-0991-4
DOI :
10.1109/ICSMC.2007.4413630
