Service brand and customer attire: A genetic algorithm approach

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 期刊論文 > Item 987654321/108410

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题名:	Service brand and customer attire: A genetic algorithm approach
作者:	Chang, Wei-Lun;Chang, Hui-Chi;Rahman, Osmud;Hsu, Carol
关键词:	clothing choice;service experience;brand personality;Taiwan;genetic algorithm
日期:	2015-12-01
上传时间:	2016-11-25 02:10:32 (UTC+8)
出版者:	Taylor & Francis
摘要:	The service industry has given increasing attention to the significance of brand building. In order to understand and examine the relationships among service experience, perceived brand image and clothing choice, a literature-based conceptual model was developed and genetic algorithm approach was employed. Empirical data were collected from two steakhouses in Taiwan. The results of this study reported how clothing could be used and perceived in a social setting – restaurant. Our findings offer new insights and implications to service brand managers and frontline service employees on the areas of customer perceptions and expectations towards the brand through their clothing choices. In addition, practical strategies for constructing brand personality and customer service were recommended.
關聯:	International Journal of Fashion Design, Technology and Education 8(3), pp.194-205
DOI:	10.1080/17543266.2015.1049221
显示于类别:	[企業管理學系暨研究所] 期刊論文

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