A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations
Branded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study co...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-06-01
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| Series: | Symmetry |
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| Online Access: | https://www.mdpi.com/2073-8994/13/7/1151 |
| _version_ | 1797411607535419392 |
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| author | Tsuen-Ho Hsu Chun-Hsien Chen Ya-Wun Yang |
| author_facet | Tsuen-Ho Hsu Chun-Hsien Chen Ya-Wun Yang |
| author_sort | Tsuen-Ho Hsu |
| collection | DOAJ |
| description | Branded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study constructs a fuzzy multi-criteria decision making (FMCDM) analysis model, and it uses consistent fuzzy linguistic preference relations (CFLPR) to set up a symmetric pairwise comparison matrix, which greatly reduces the complexity and error rate of calculations. Empirical research findings show that brand experience attributes and the influence of brand experience on customer loyalty and satisfaction can be more accurately measured. As a consequence of this study, we show that, among the brand experience facets of two retail chain branded apps, behavioral experience is the most favored, while affective experience is the least favored. Furthermore, brand attachment and active participation should be strengthened to enhance customer loyalty. Through the analytical model employed in this study, enterprises can regularly monitor changes in the brand experience preferences of branded app users and evaluate app performance to flexibly adjust mobile device-based marketing campaigns and strategies. It can also aid enterprises in using mobile devices effectively to improve customer loyalty and address the issue of diminishing brand loyalty. |
| first_indexed | 2024-03-09T04:48:34Z |
| format | Article |
| id | doaj.art-2372e6661af94fe18dde37246d36bbc3 |
| institution | Directory Open Access Journal |
| issn | 2073-8994 |
| language | English |
| last_indexed | 2024-03-09T04:48:34Z |
| publishDate | 2021-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Symmetry |
| spelling | doaj.art-2372e6661af94fe18dde37246d36bbc32023-12-03T13:12:21ZengMDPI AGSymmetry2073-89942021-06-01137115110.3390/sym13071151A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference RelationsTsuen-Ho Hsu0Chun-Hsien Chen1Ya-Wun Yang2Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, Kaohsiung City 811, TaiwanCollege of Management, National Kaohsiung University of Science and Technology, Kaohsiung City 811, TaiwanDepartment of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, Kaohsiung City 811, TaiwanBranded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study constructs a fuzzy multi-criteria decision making (FMCDM) analysis model, and it uses consistent fuzzy linguistic preference relations (CFLPR) to set up a symmetric pairwise comparison matrix, which greatly reduces the complexity and error rate of calculations. Empirical research findings show that brand experience attributes and the influence of brand experience on customer loyalty and satisfaction can be more accurately measured. As a consequence of this study, we show that, among the brand experience facets of two retail chain branded apps, behavioral experience is the most favored, while affective experience is the least favored. Furthermore, brand attachment and active participation should be strengthened to enhance customer loyalty. Through the analytical model employed in this study, enterprises can regularly monitor changes in the brand experience preferences of branded app users and evaluate app performance to flexibly adjust mobile device-based marketing campaigns and strategies. It can also aid enterprises in using mobile devices effectively to improve customer loyalty and address the issue of diminishing brand loyalty.https://www.mdpi.com/2073-8994/13/7/1151FMCDMCFLPRbranded appbrand experienceloyalty |
| spellingShingle | Tsuen-Ho Hsu Chun-Hsien Chen Ya-Wun Yang A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations Symmetry FMCDM CFLPR branded app brand experience loyalty |
| title | A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations |
| title_full | A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations |
| title_fullStr | A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations |
| title_full_unstemmed | A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations |
| title_short | A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations |
| title_sort | decision analysis model for the brand experience of branded apps using consistency fuzzy linguistic preference relations |
| topic | FMCDM CFLPR branded app brand experience loyalty |
| url | https://www.mdpi.com/2073-8994/13/7/1151 |
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