The effective major factors on customer perceived value in service context: The application of ANFIS method

Abstract

The purpose of the research is to further explore the understanding of the major factors influencing on service customer perceived value by undertaking Adaptive Neuro-Fuzzy Inference System (ANFIS) method in fuzzy inference system (FIS). A total of 162 questionnaires were distributed to educational institute customers. In this research effective major factors on customer perceived value are brand image, company image, employee trust, company trust, service quality and costs. The results show that in the field of education, the company image and the costs are the most effective elements on the customer perceived value. Also employee trust and service quality have positive effects on the customer perceived value, but they were not very most. Thus educative services institutes must concentrate more on the company image and costs reduction in order to increase the customer perceived value.