A Study of Selecting the Relationship Marketing for Airlines’ Cargo Business

• Main Authors: Chiu-Hui Wu, 吳秋慧
• Other Authors: Gin-Shuh Liang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/31439351639987002242

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 93 === Abstract In this paper a systematic fuzzy multi-criteria decision making model utilized to select the relationship marketing techniques for air cargo business is developed. First, referring to historical literatures, seven criteria and five feasible alternatives are developed. Seven criteria are：intent to re-cooperation, secondary behavior, toleration to price, satisfaction of transaction growth, relationship for long-term cooperation, commitment and trust. Moreover, the five feasible alternatives are：relationship benefits, reciprocal interdependence, communication and cooperation, assistance, human relation. Then, by using the fuzzy set theory, a fuzzy multi-criteria decision making model of selecting the relationship marketing techniques for air cargo business is constructed. Finally, an example of selecting the relationship marketing techniques for air cargo business is used to demonstrate the operational prose of proposed model.