Using Mind Share Calculation and Fuzzy Concept to Explore Customer's Psychological Pattern

被引：0
|
作者：
Huang, Hui-Hsin [1 ]
机构：
[1] Aletheia Univ, Dept Business Adm, 32 Zhenli St, New Taipei, Taiwan
来源：
PROCEEDINGS OF THE 3RD INTERNATIONAL CONFERENCE ON STRATEGIC INNOVATIVE MARKETING (IC-SIM 2014) | 2015年 / 175卷
关键词：
Fuzzy aggregation evaluation; Mind Share; Fuzzy sets; confidence; resistance; loyalty;
D O I：
10.1016/j.sbspro.2015.01.1188
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
To find the customer's psychological pattern is an important issue in marketing research area. Previous researches used the market share index to make marketing strategy. This paper propose Mind Share concept to calculate customer's psychological pattern with fuzzy aggregation evaluation which combines statistical and fuzzy approach. An empirical study for evaluating service providers in the mobile telecommunications industry by surveying mobile phone users. The study results show that this approach is an effective method to track the customer's dynamic preferences. (C) 2015 The Authors. Published by Elsevier Ltd.
引用
收藏
页码：170 / 175
页数：6
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