Consumer Evaluation of Service Brand Extension Based on Gray Incidence Analysis of Uncertainty Number

摘要：

A new gray incidence degree of uncertainty number is defined, and applied to consumer evaluation of service brand extension. Based on A&K model, three kinds of service quality are introduced, and the famous Chinese brand Jinling Hotel is studied through dynamic data collecting, trying to find favorable factors affecting consumer evaluation of service brand extension. The results show that the new gray incidence degree is with good accuracy, that process quality is more important than functional quality, and complementary is a salient clue to evaluate extensions in a services context.

作者: WANG Jian-ling LIU Si-feng WU Zuo-min CHEN Fu-zhong

作者单位: School of Economics and Management, Nanjing University of Aeronautics and Astronautics, 29＃, Yudao S School of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, Jia School of Business, Nanjing University, Jiangsu Province, China

会议类型: 国际会议

会议名称: 2007年IEEE灰色系统与智能服务国际会议(2007 IEEE International Conference on Grey Systems and Intelligent Services)

会议地点: 南京

会议语种:英文

在线出版日期: 2007-11-18（万方平台首次上网日期，不代表论文的发表时间）