Evaluating corporate image and reputation using fuzzy MCDM approach in airline market

In today's highly competitive airline market, preferable corporate image is acknowledged as having high potential to impact customer loyalty. Corporate image provides a powerful way of differentiating a company from its competitors and stimulating purchases. In the past, corporate image has been a vague concept and has been difficult to measure quantitatively. A fuzzy MCDM (Multi Criteria Decision Making) model is thus proposed. It can quantify corporate image and reputation so that management can fully comprehend the relative positioning of company in the markets to make informed judgments and marketing strategies. A study of international airlines serving in Taiwan is conducted for verification. The results indicate that safety record and service emerge as the critical factors of the air transport market while the incentives seem to have little attraction for customers.