2021
DOI: 10.3390/math9202565
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A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores

Abstract: In the past, few studies have explored brand attachment and how to deliver the content of a strategic management program through brand experience. The purpose of this study is to construct an integrated model of consumer brand attachment and brand experience. It also applies the fuzzy quality function deployment (FQFD) method to develop a value competitive strategy model of convenience stores. The respondents were split across two stages. In the first stage, 265 consumers were surveyed on the importance of bra… Show more

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