A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations

Branded apps are not only an important platform for enterprises and customers to have real-time interactions communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order explore impact of branded on customers, this study constructs fuzzy multi-criteria decision making (FMCDM) analysis model, it uses consistent linguistic preference relations (CFLPR) set up symmetric pairwise comparison matrix, which greatly reduces complexity error rate calculations. Empirical research findings show brand experience attributes influence customer loyalty satisfaction can be more accurately measured. As consequence study, we that, among facets two retail chain apps, behavioral is most favored, while affective least favored. Furthermore, attachment active participation should strengthened enhance loyalty. Through analytical employed in regularly monitor changes preferences app users evaluate performance flexibly adjust mobile device-based campaigns strategies. It aid using devices effectively improve address issue diminishing