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

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.