IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

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

Listed author(s):
  • James J.H. Liou
  • Mei-Ling Chuang
Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

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

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by Inderscience Enterprises Ltd in its journal Int. J. of Applied Management Science.

    Volume (Year): 1 (2008)
    Issue (Month): 1 ()
    Pages: 41-54

    in new window

    Handle: RePEc:ids:injams:v:1:y:2008:i:1:p:41-54
    Contact details of provider: Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    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)

    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.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 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.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.