Browsing by Author "Lee, Wen-Shiung"

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Exploring the preference of customers between financial companies and agents based on TCA
(2012-03-01)
Fang, Sheng-Kai
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Shyng, Jhieh-Yu
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Lee, Wen-Shiung
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Tzeng, Gwo-Hshiung
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科技管理研究所
Based on transaction cost analysis (TCA), this research explores the customers' loyalty to either the financial companies or the company financial agents with whom they have established relationship. In the past, consumers were divided into those who rely on agents and those who do not. In this study, we use two processes (pre-process and post-process) to select suitable rules, and to explore into the relationship among attributes. In the pre-process, we utilized factor analysis (FA) to choose the variable and rough set theory (RST) that found decision table to construct the decision rules, and approach to data mining and knowledge discovery based on information flow distribution in a flow graph. The post-process applies the formal concept analysis (FCA) from these suitable rules to explore the attribute relationship and the most important factors affecting the preference of customers for deciding whether to choose companies or agents. The degree of the customers' dependence on agents was affected by the TCA, customer satisfaction and loyalty. The principal findings were that the different degrees of dependence of customers have various characteristics. The RST and FCA were two complementary mathematical tools for data analysis. Following an empirical analysis, we use two hit testes that incorporate 30 and 36 validated sample object into the decision rule. The hitting rate of two testes, were reached 90%. The results of the empirical study indicate that the generated decision rules can cover most new objects. Consequently, we believe that the result can be fully applied in financial research. (C) 2011 Published by Elsevier B.V.
Key Success Factors of Brand Marketing for Creating the Brand Value Based on a MCDM Model Combining DEMATEL with ANP Methods
(2010)
Wang, Yung-Lan
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Tzeng, Gwo-Hshiung
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Lee, Wen-Shiung
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科技管理研究所
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Institute of Management of Technology
When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate with the quality, functions, and design of products. According to the smiling curve, the production of products is interacted with marketing and R&D. Therefore, the enterprises enhancing the marketing and R&D for production can create brand value. This study focuses on the marketing, and is based on the traditional marketing strategies to develop the brand marketing mix. However, there are many criteria among the strategies, and the criteria are interrelated. Thus, we want to probe the key success factors of the brand marketing to satisfy customer\'s needs. A MCDM model combining DEMATEL with ANP methods is used to find the importance and influence among the dimensions and criteria, which can evaluate marketing strategy. The study results will provide the enterprises with a reference for planning brand marketing.