A hybrid multiple attribute decision making model for measuring image scores of a set of stores

• Main Authors: Krishnan, Anath Rau, Engku Abu Bakar, Engku Muhammad Nazri, Mat Kasim, Maznah
• Format: Article
• Language: English
• Published: GSSRR 2014
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://repo.uum.edu.my/19407/1/IJSBAR%2016%20%201%202014%20%20407-431.pdf; http://repo.uum.edu.my/19407/; http://gssrr.org/index.php?journal=JournalOfBasicAndApplied&page=article&op=view&path%5B%5D=2314
• Institution: Universiti Utara Malaysia

Evaluating store image is a challenging task as it incorporates with multiple attributes. Earlier quantitative studies paid minimal attention on assessing the stores based on their image scores and overlooked the interaction aspects between attributes in the process of identifying the optimal strate...