Service brand and customer attire: a genetic algorithm approach

The service industry has given increasing attention to the significance of brand building. In order to understand and examine the relationships among service experience, perceived brand image and clothing choice, a literature-based conceptual model was developed and genetic algorithm approach was em...

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Bibliographic Details
Published in:International journal of fashion design, technology and education technology and education, 2015-09, Vol.8 (3), p.194-205
Main Authors: Chang, Wei-Lun, Rahman, Osmud, Hsu, Carol W., Chang, Hui-Chi
Format: Article
Language:English
Subjects:
brand personality
clothing choice
Construction
Customer services
Education
genetic algorithm
Genetic algorithms
Perception
service experience
Service industries
Strategy
Taiwan
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Summary:The service industry has given increasing attention to the significance of brand building. In order to understand and examine the relationships among service experience, perceived brand image and clothing choice, a literature-based conceptual model was developed and genetic algorithm approach was employed. Empirical data were collected from two steakhouses in Taiwan. The results of this study reported how clothing could be used and perceived in a social setting - restaurant. Our findings offer new insights and implications to service brand managers and frontline service employees on the areas of customer perceptions and expectations towards the brand through their clothing choices. In addition, practical strategies for constructing brand personality and customer service were recommended.
ISSN:1754-3266
1754-3274
DOI:10.1080/17543266.2015.1049221