Fuzzy Integral and Fuzzy Measure Methods for the Reputation Performance of the Leisure Service Industry
Chen, Jui-Kuei, Chen, I-Shuo, Business Renaissance Quarterly
The literature indicates that corporate reputation has been acknowledged as having the potential to impact customer loyalty and behavior toward an organization (Barich & Kotler, 1991; Nha & Gaston, 2001). More importantly, the influence of corporate reputation can be expected to become more critical when a company needs to provide high quality service to its customer (Cretu & Brodie, 2007). Corporate reputation-related studies are increasing; in addition, the indices that have been utilized differ from one study to another (Chen & Chen, 2008). Recently, studies on the Taiwanese leisure service industry in accordance with the reputation indices proposed by Hung (2002) found that in the opinion of the experts, Uni-President Health Resort is the benchmark among the Taiwanese leisure service industry (Chen & Chen, 2008). The study argued that such a finding is acquired from the opinions of related background experts; nevertheless, since customer satisfaction plays a crucial role in determining the long-term development of the leisure service industry, the aim of this study is to utilize the opinions of customers with the Fuzzy Integral and Fuzzy Measure methods to determine the precise value of the performance reputation of Uni-President Health Resort. The main finding of this study is that in the opinions of members of Uni-President Health Resort, its performance reputation is between "Moderately good" and "Good" in linguistic variables. This result means that although the reputation of Uni-President Health Resort is high among leisure service resorts in Taiwan, it still needs to improve to achieve prominence in customers' minds. Further discussion of the key research findings of this study and some suggested directions for future research are provided.
With the importance of consumer consciousness increasing, more and more organizations are making their best efforts to satisfy the needs of their customers. to attract potential consumers, most of them are striving for the highest reputation in their respective industries. It is no wonder that there is a body of studies stating that building reputation is critical for businesses in industries where customers have little idea as to what exactly they are buying or where choice risks are driven by fads, with fashion reputation being a key example (Charles & Siah, 2002). Furthermore, managing and building corporate reputations can three major strategic benefits: attracting more firms than similar competitors, sustaining the company in times of crisis, and increasing financial returns (Greyser, 1999). Thus, the role of reputation as a strategic asset has the potential to greatly impact overall business success (Hall, 1992). In this regard, corporate reputation today has become a strategic factor among various kinds of organizations; thus, it is highly specific for each firm (Gregorio et al., 2006).
Recently, more and more people have started to focus on health and privacy in Taiwan; when vacation season arrives, advertisements abound from numerous leisure service companies. Nevertheless, it is easy to notice that some of them close down suddenly or appear on television in negative news stories. Due to the above-stated phenomenon, domestic researchers conducted a study and determined a benchmark in leisure service industries, Uni-President Health Resort, based on prestige performance (Chen & Chen, 2008). Since the study sampled experts in the field, it argued that customer satisfaction plays a crucial role in determining the long-term development of a leisure service industry. Hence, to acquire more precise results, this study surveys a sample of members of Uni-President Health Resort to evaluate the value of its reputation.
Reputation serves as a signal of future performance relying on perceptions of past performance (Shane & Cable, 2002). …