beSMART

APPLYING FUZZY MULTIPLE CRITERIA DECISION MAKING METHOD TO THE EVALUATION OF SERVICE QUALITY FOR HOTELS RATING SYSTEMS

Yu-Lung Wu, Ju-Jun Ting

The increase in the number of and development of world-class five-star tourist hotels in Taiwan is an important international tourism quality index that cannot be ignored. This study uses Fuzzy Multiple Criteria Decision Making (FMCDM) theory combined with the Expert Opinion method to provide appropriate evaluation criteria weights and fuzzy numbers, and uses Fuzzy Ranking methods for ranking based on an integrated assessment to serve as the basis and reference for the "Best Five-Star Tourist Hotel Service Quality Award". This study is based on a sample rating of 8 participating hotels, supplemented by relevant literature for more in-depth discussions, and puts forward relevant practical and research proposals.

CONSUMERS’ BEHAVIORAL INTENTION TO BUY THE TABLET COMPUTER OF A CERTAIN DOMESTIC BRAND: A CASE OF TAIPEI CITY

Peng-Hsiang Kao and Yu-Je Lee

The main purpose of this study is to verify consumers’ behavioral intention in Taipei to buy the tablet computer of a certain domestic brand, that is, to verify respectively the impacts of Taipei consumers’ attitude, subjective norm, and perceived behavioral control on their behavioral intention to buy the tablet computer of a certain domestic brand. In this study, the primary interviewed research targets are consumers in Taipei, convenience sampling is adopted as the sampling method, Structural Equation Modeling (SEM) is used to verify the goodness-of-fit between the Overall Model, its Structural Model and Measurement Model. The research findings show that Taipei consumers’: (1) Attitude has a significant positive effect on their behavioral intention; (2) Subjective norm has a significant positive effect on their behavioral intention; and (3) Perceived behavioral control has a significant positive effect on their behavioral intention to buy the tablet computer of a certain domestic brand. The research results may serve as a reference for tablet-computer business operators in making business policy.

DECISION SUPPORT SYSTEM FOR CPO OIL EXTRACTION RATIO PREDICTION
(CASE STUDY ON: PT. HASNUR CITRA TERPADU)

Andri Setiawan, Kudang Boro Seminar , dan Irman Hermadi

Efforts to make the estimated production of OER to be generated in the next year, especially in the early years of the work plan based on the age of oil palm trees can not be separated from the input parameters are estimated CPO production previous year (t), Realization CPO production previous year (h) Estimated production of CPO next year (t’) and Estimated production of FFB next year (T). Total plantations, blocks, comprehensive,different age-month year of planting and palm trees will slow down and complicate the decision-making process to predict the production of OER. Decision support system is a system that makes it easier and faster to make decisions. This research aims to develop a decision support system to predict the production of OER. Stages of research include the identification of a problem, literature review, data collection, analysis of yield and OER, system requirements analysis, building system design, system implementation and testing. The results of this study are based decision support system to predict SAP OER using ABAP programming language and DB2 database. This system has been developed comprising several features including uploading master – input, master and DSS report to the estimated production of OER.

Decision Support System, The Estimated Production of OER, SAP, ABAP.

THE RELATIONSHIPS AMONG BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY – A CASE OF VIETNAMESE APPAREL INDUSTRY

Kunchung Cheng

The paper clarifies the relation between brand effect on consumer behavior and marketing management, specifically in retail management. The reason for this is to explore the effects of elements on consumers’ brand loyalty in service setting. The goal is to consider. According to purpose, the study empirically tests a model which proposed that brand affect and consumers’ brand trust have influence on consumers’ brand loyalty. The researchers administer a survey to 300 consumers. Using the data, the researchers test the hypothesis and model with structural equation modeling. The results indicate these factors have an effect on consumers’ brand loyalty. In additions to the findings confirm the indirect effect on consumers’ brand trust on brand affect and consumers’ brand loyalty relationship. Managerial implications and future research directions are also discussed.

Brand Loyalty, Brand Trust, Brand Affect.