A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores

In the past, few studies have explored brand attachment and how to deliver the content of a strategic management program through brand experience. The purpose of this study is to construct an integrated model of consumer brand attachment and brand experience. It also applies the fuzzy quality function deployment (FQFD) method to develop a value competitive strategy model of convenience stores. The respondents were split across two stages. In the first stage, 265 consumers were surveyed on the importance of brand attachment; in the second stage, 38 experts and scholars were invited to evaluate the content of a strategic management program. The results showed that for three convenience store brands, the levels of brand attachment of the young and older customer groups each had their own advantages and must be strengthened. Taking 7-Eleven as a practical implications example, we can learn from the analysis that young customers believe “brand prominence” is the most important factor, followed by “brand passion”, “brand affection”, and “brand–self connection”. As for older customers, the order from most to least important was “brand–self connection”, “brand affection”, “brand prominence”, and “brand passion”. The originality value is that this study extends previous research findings in measuring and building brand attachment frameworks and importance assessments while providing a sound demonstration of enhancement strategy solutions.