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Service Mining by Wei-Lun Chang

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Chapter 7

Mining Service Brands

This chapter provides an insight on how customers perceived a service brand by collecting information on what they used for dress in the service environment. The method to analyze apparel of clothing is genetic algorithm. This chapter covers the method (technology), scope (service brand management), and domain (service in the restaurant) as given in Figure 1.3. In this chapter, service mining is used to assist enterprises better understand what customers perceived of a service brand in terms of apparel.

The rapid growth of the service industry has drawn managerial and scholarly attention to the significance of service branding in the field of marketing. A service brand helps consumers reduce search costs, simplify ...

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