Fuzzy Integral and Fuzzy Measure Methods for the Reputation Performance of Leisure Service Industry

[[abstract]]The literature indicates that corporate reputation has been acknowledged as having the potential to impact customer loyalty and behavior toward an organization (Barich & Kotler, 1991; Nha & Gaston, 2001). More importantly, the influence of corporate reputation can be expected to become more critical when a company needs to provide high quality service to its customer (Cretu & Brodie, 2007). Corporate reputation-related studies are increasing; in addition, the indices that have been utilized differ from one study to another (Chen & Chen, 2008). Recently, studies on the Taiwanese leisure service industry in accordance with the reputation indices proposed by Hung (2002) found that in the opinion of the experts, Uni-President Health Resort is the benchmark among the Taiwanese leisure service industry (Chen & Chen, 2008). The study argued that such a finding is acquired from the opinions of related background experts; nevertheless, since customer satisfaction plays a crucial role in determining the long-term development of the leisure service industry, the aim of this study is to utilize the opinions of customers with the Fuzzy Integral and Fuzzy Measure methods to determine the precise value of the performance reputation of Uni-President Health Resort. The main finding of this study is that in the opinions of members of Uni-President Health Resort, its performance reputation is between "Moderately good" and "Good" in linguistic variables. This result means that although the reputation of Uni-President Health Resort is high among leisure service resorts in Taiwan, it still needs to improve to achieve prominence in customers' minds. Further discussion of the key research findings of this study and some suggested directions for future research are provided.[[journaltype]]國外[[ispeerreviewed]]Y[[booktype]]電子版[[booktype]]紙本[[countrycodes]]US