IDEAS home Printed from
   My bibliography  Save this article

A hybrid MCDM model for evaluating the corporate image of the airline industry


  • James J.H. Liou
  • Mei-Ling Chuang


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.

Suggested Citation

  • James J.H. Liou & Mei-Ling Chuang, 2008. "A hybrid MCDM model for evaluating the corporate image of the airline industry," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 1(1), pages 41-54.
  • Handle: RePEc:ids:injams:v:1:y:2008:i:1:p:41-54

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:injams:v:1:y:2008:i:1:p:41-54. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Darren Simpson). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.