Interval Type-II Fuzzy Multiple Group Decision Making Based Ranking for Customer Purchase Frequency Determinants in Online Brand Community

摘要

Customer's view in online brand community acts as a foundation for the co-creation of the brand, which results in increased purchase frequency. Influencing attributes as the independent variables significantly influences performance of these online platforms. Prioritization of these alternative platforms would act as a boosting factor for marketer for their inclusive growth. In this paper, an attempt has been made with the help of interval type-II fuzzy multiple group decision making process for the said purpose. A fuzzy linguistic interpretation membership has also been proposed which can further improve the computed results.