A hybrid MCDM model for evaluating the corporate image of the airline industry
by James J.H. Liou, Mei-Ling Chuang
International Journal of Applied Management Science (IJAMS), Vol. 1, No. 1, 2008

Abstract: In today's highly competitive airline industry it is acknowledged that having a preferred corporate image may have an impact on customer loyalty towards the firm. A good corporate image also provides a powerful way of differentiating a company from its competitors and to stimulate purchases, especially in the airline industry. However, in the past, corporate image was a vague concept that was difficult to measure quantitatively. Therefore, this paper proposed a hybrid MCDM model to evaluate corporate image. Factor analysis is initially used to extract some independent common factors, and the fuzzy integral is used to integrate the performance ratings of the interdependent attributes in each common factor. Then, the analytic hierarchy process (AHP) is adopted to determine the relative weights linking each independent common factor. Finally, a simple additive weight (SAW) method is used to evaluate corporate image and reputation. A study of international airlines is conducted for verification. The results of this study can help airlines understand their relative positions with competitors and develop better strategies to fulfill customers' needs.

Online publication date: Thu, 21-Aug-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Applied Management Science (IJAMS):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com