Customer love: Research on the ranking of food and beverage locations

Open access

Abstract

Intense competition in today’s markets has meant that customer loyalty is no longer as strong as it used to be. In this context, many researchers have aimed to add new values to the concept of loyalty, particularly focusing on the concept of “love”. This study explores customers’ feelings towards location in order to identify their preferred - or “most loved” - food and beverage locations. A questionnaire was administered to 395 adult customers living in the city centre of Erzurum, Turkey. The fuzzy Shannon’s entropy method is used to identify the weights of each criterion of love, while the fuzzy VIKOR method is used to rank alternative locations. As a result of the analyses, the most prominent expression was found as “I love this location!”, and customers’ most loved places were identified as those serving regional dishes in Erzurum Province, Turkey. The study uses fuzzy numbers to rank alternatives according to the criteria of love. In addition, the ranking is based on degrees of fuzziness by changing the α-cut levels of the fuzzy numbers. The study examines how customers’ preferences between alternatives alter via this change

Ahuvia, A.C. (2005), “Beyond The extended self: loved objects and consumers’ identity narratives”, Journal Of Consumer Research, Vol. 32, No. 1, pp. 171-184.

Ajzen, I. (2005), Attitudes, Personality, and Behavior, McGraw-Hill International, New York. Burns, D.J. and Neisner, L. (2006), “Customer satisfaction in a retail setting: the contribution of emotion”, International Journal Of Retail and Distribution Management, Vol. 34, No. 1, pp. 49-66.

Carroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of brand love”, Marketing Letters, Vol. 17, No. 2, pp. 79-89.

Chaghooshi, A.J., Fathi, M.R. and Kashef, M. (2012), "Integration of Fuzzy Shannon's Entropy with fuzzy TOPSIS for industrial robotic system selection", Journal of Industrial Engineering & Management, Vol. 5, No. 1, pp. 102-114.

Chen, C.-T. (2000), “Extensions of the topsis for group decision-making under fuzzy environment”, Fuzzy Sets And Systems, Vol. 114, No. 1, pp. 1-9.

Chen, C.-T. (2001), “A fuzzy approach to select the location of the distribution center”, Fuzzy Sets And Systems, Vol. 118, No. 1, pp. 65-73.

Chen, L.Y. and Wang, T.C. (2009), “Optimizing partners’ choice in IS/IT outsourcing projects: The strategic decision of fuzzy VIKOR”, International Journal of Production Economics, Vol. 120, No.1, pp. 233-242.

Ehrgott, M. (2005), Multicriteria Optimization Vol-2, Springer, Berlin.

Ghorbani, M., Arabzad, S.M. and Bahrami, M. (2012), "Implementing shannon entropy, SWOT and mathematical programming for supplier selection and order allocation", International Journal of Supply Chain Management, Vol. 1, No. 1, pp. 43-47.

Herrera, F. and Herrera-Viedma, E. (2000), “Linguistic decision analysis: steps for solving decision problems under linguistic information”, Fuzzy Sets and systems, Vol. 115, No. 1, pp. 67-82.

Homburg, C. and Giering, A. (2001), “Personal characteristics as moderators of the relationship between customer satisfaction and loyalty-an empirical analysis”, Psychology & Marketing, Vol.18, No. 1, pp. 43-66.

Jani, D. and Han, H. (2011), “Investigating the key factors affecting behavioral intentions: evidence from a full-service restaurant setting”, International Journal of Contemporary Hospitality Management, Vol. 23, No. 7, pp. 1000-1018.

Jones, M.A. and Suh, J. (2000), “Transaction-specific satisfaction and overall satisfaction: an empirical analysis”, Journal Of Services Marketing, Vol. 14, No. 2, pp. 147-159.

Kabir, G. (2014), “Consultant selection for quality management using VIKOR method under fuzzy environment”, International Journal of Multicriteria Decision Making, Vol. 4, No.2, pp. 96-113.

Kahraman, C., Ates, N.Y., Çevik, S., Gülbay, M. and Erdogan, S.A. (2007), “Hierarchical fuzzy topsis model for selection among logistics information technologies”, Journal of Enterprise Information Management, Vol. 20, No. 2, pp. 143-168.

Kim, H. (2007), “Toward customer love: investigatıng the antecedents and outcomes of satisfied customers’ emotional attachments to retailers”, Doctor of Philosophy Degree Thesis, The University of Tenesse, Knoxville.

Kim, H.-Y., Kim, Y.-K., Jolly, L. and Fairhurst, A. (2008), “Satisfied customers’ love toward retailers: a cross-product exploration”, Advances In Consumer Research, Vol. 35, pp. 507-515.

Kim, H.-Y., Kim, Y.-K., Jolly, L. and Fairhurst, A. (2010), “The role of love in satisfied customers' relationships with retailers”, The International Review Of Retail, Distribution And Consumer Research, Vol. 20, No. 3, pp. 285-296.

Klcinc, S.S. and Baker, S.M. (2004), “An integrative review of material possession attachment”, Academy of Marketing Science Review, Vol. 2004, No. 1, pp. 1-35.

Ladhari, R. (2009), “Service quality, emotional satisfaction, and behavioural intentions: a study in the hotel industry”, Managing Service Quality, Vol. 19, No. 3, pp. 308-331. Li, D.F. (2005), “Multiattribute decision making models and methods using intuitionistic fuzzy sets”, Journal of Computer and System Sciences, Vol. 70, No. 1, pp. 73-85.

Liu, H.W. and Wang, G.J. (2007), “Multi-criteria decision-making methods based on intuitionistic fuzzy sets”, European Journal of Operational Research, Vol. 179, No. 1, pp. 220-233.

Lotfi, F.H. and Fallahnejad, R. (2010), “Imprecise Shannon’s entropy and multi attribute decision making”, Entropy, Vol. 12, No. 1, pp. 53-62.

Opricovic, S. (2007), “A Fuzzy compromise solution for multi criteria problems”, International Journal Of Uncertainty, Fuzziness And Knowledge-Based Systems, Vol. 15, No. 3, pp. 363-380.

Opricovic, S. and Tzeng, G.-H. (2004), “Compromise solution by MCDM methods: A comparative analysis of VIKOR and topsis”, European Journal Of Operational Research, Vol. 156, No. 2, pp. 445-455.

Parkinson, B., Fischer, A.H. and Manstead, A.S. (2004), Emotion in Social Relations: Cultural, Group, and Interpersonal Processes, Psychology Press, London.

Sautter, P., Hyman, M.R. and Lukosius, V. (2004), “E-Tail Atmospherics: A Critique of the Literature and Model Extension”, Journal of Electronic Commerce Research, Vol. 5, No. 1, pp. 14-24.

Shannon, C. E. (2001), “A mathematical theory of communication”, ACM SIGMOBILE Mobile Computing and Communications Review, Vol. 5, No. 1, pp. 3-55.

Thomson, M., Macinnis, D.J. and Whan Park, C. (2005), “The ties that bind: measuring the strength of consumers’ emotional attachments to brands”, Journal Of Consumer Psychology, Vol. 15, No. 1, pp. 77-91.

Whang, Y.-O., Allen, J., Sahoury, N. and Zhang, H. (2004), “Falling in love with a product: the structure of a romantic consumer-product relationship”, Advances In Consumer Research, Vol. 31, No. 1, pp. 320-327.

Zadeh, L.A. (1965), “Fuzzy sets”, Information and Control, Vol. 8, No. 3, pp. 338-353.

Zadeh, L.A. (2008), “Is there a need for fuzzy logic?”, Information Sciences, Vol. 178, No. 13, pp. 2751-2779.

Zadeh, L.A. (2009), “Toward extended fuzzy logic-A first step”, Fuzzy Sets and Systems, Vol. 160, No. 21, pp. 3175-3181.

Journal Information


CiteScore 2017: 0.45

SCImago Journal Rank (SJR) 2017: 0.169
Source Normalized Impact per Paper (SNIP) 2017: 0.436

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 185 185 16
PDF Downloads 73 73 9