Browsing by Author "Chern, Yuching"

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A Consumer e-Loyalty Assessment Model: B2C Service Management by Fuzzy MCDM Techniques
(2012)
Chern, Yuching
;
Tzeng, Gwo-Hshiung
;
科技管理研究所
;
Institute of Management of Technology
Customer loyalty is one of the critical motivations that facilitate the intentions and the actions of repurchase at a website stores and create marketing values for business-to-consumer service firms. However, while the measured values of human perceptions towards various attributes are often uncertain data, most conventional measurement methods could not precisely clarify the incomplete information by numerical format. Therefore, this paper presents a novel fuzzy multiple criteria decision making (FMCDM) model to cope with the assessment issue of B2C service e-loyalty construct. First, the analytic network process (ANP) will be used for evaluating essential factors that enhance B2C retailing service loyalty. Secondly, the logic of triangular fuzzy numbers will be applied to transform the satisfaction level of consumers into explicit numbers by fuzzy linguistic variable modeling and Converting fuzzy data into Crisp Set (CFCS) algorithm. Finally, a fuzzy MCDM model is used to determine consumers' subjective loyalty degree among B2C e-service providers. An empirical case assessed the consumer loyalty towards three Taiwanese B2C e-retailing service websites will demonstrate the feasibility of this approach. In addition, we validated the importance of the satisfactory degree resulted from a new exploratory pillar criteria of personalized product recommendations (PPRs) of B2C services for online marketing by our FMCDM model. The result of this study carried out that five main criteria of the antecedent for B2C services loyalty and the fuzzy e-loyalty scores are obtained for loyalty ranking of the case companies. The derived e-loyalty values of B2C retailing services are then employed to construct the fuzzy synthetic IPA (importance-performance analysis) matrix, expecting to support decision making on B2C services content selection and extend to strategic management directions to digital service innovation in e-markets.
Measuring Consumer Loyalty of B2C e-Retailing Service by : a FANP-Based Synthetic Model
(2012)
Chern, Yuching
;
Tzeng, Gwo-Hshiung
;
科技管理研究所
;
Institute of Management of Technology
Customer store loyalty is one of the most important motivations that facilitate the intentions of repatronizing a retailer's website and create marketing values for firms. Research on survey-based for measuring consumers' loyalty to persist in online shopping environment has been developed. But while the measured values of human perceptions towards various attributes are often uncertain data, most conventional measurement methods could not precisely clarify the incomplete information by numerical format. Thus, this paper focused on employing the proposed fuzzy multiple attribute decision making (FMADM) model to cope with this issues within context of B2C retailer loyalty construct. First, the analytic network process (ANP) will be used for determining the relative importance weights for each attributes and identifying key factors that promote B2C loyalty. Second, the logic of triangular fuzzy numbers will be leveraged to transform the satisfaction level of consumers into explicit numbers. Further, considering the complex characteristic between attributes that interdependently interact with one another, we applied the addictive simple weighted aggregation and the non-addictive type fuzzy integral to obtain the fuzzy synthetic utility measures representing for loyalty level and assess the alternatives. In this paper, an empirical case assessed the consumer loyalty towards three Taiwanese B2C e-commerce websites will demonstrate the feasibility of this approach. In addition, we validated the satisfactory degree of a new elements of Personalized Product Recommendations (PPRs) attribute in B2C e-retailing in subject of online marketing by FMADM. In the evaluation process, five main antecedents of B2C retailing services loyalty are obtained and the fuzzy synthetic utility scores are measured for loyalty ranking of the case companies. The results also revealed the different ranking result derived from simple aggregation method and from non-addictive perspective of multiple attributes utility. The multi-attributes consumers' loyalty key measures derived from this study could further support decision making in B2C e-retailing and provide strategic directions to service innovation in markets.