A NUMERICAL STUDY ON ASSESSING TRUSTED BRAND FOR CONTAINER SHIPPING COMPANIES BY USING FUZZY MCDM APPROACH

摘要

The main purpose of this paper is to develop a fuzzy multiple criteria decision-making (MCDM) approach to assess the trusted brand for container shipping companies and to illustrate the computing process by using a numerical study. Firstly, some of the theoretical methodologies used in this research are introduced. Secondly, a step-by-step fuzzy MCDM algorithm, including five systematic procedures, is proposed. Finally, a hypothetical and numerical example of assessing trusted brand is studied to demonstrate the computational process of the proposed fuzzy MCDM algorithm. Besides, the merit of this paper with its methodologies can be employed as a practical tool for empirical application in the future study.