This paper aims to facilitate positioning strategy formation by decoding the relationship between consumers’ desired values, service attributes and expected consequences.
Key informant depth interviews are followed by a questionnaire of self-cause-and-effect assessments. Total interpretive structural modeling (TISM) is used to identify hierarchical structures via pair-wise preference comparisons. The analytic network process (ANP) is used to compute relative weights to evaluate the overall image of identified alternatives. The feedback feature in the ANP is enabled to obtain objective assessments.
With the help of both TISM and ANP techniques, the hierarchical and interactive relationships among consumers’ desired values, expected consequences and service attributes are revealed in the context of international airline services.
The approach presented can help organizations to identify which attributes influence consumer evaluations of a company/brand; obtain the hierarchical and interactive relationships among service attributes, expected consequences and desired values; assess consumer preferences toward identified service attributes; and obtain an objective assessment of the competitive landscape, which can facilitate the development of effective positioning strategies and associated tactics.
Organizations adopting the methods presented in this study can have a better understanding of the consumer value chain and deliver better customer experiences.
The current study provides an innovative application of the TISM in conjunction with a feedback-enabled ANP technique to address brand positioning challenges. Future studies may consider adopting the TISM-ANP method as a foundation whenever one attempts to explore the values-consequences-attributes hierarchy.
