Consumer evaluation of service brand extension based on gray incidence analysis of uncertainty number

A new gray incidence degree of uncertainty number is defined, and applied to consumer evaluation of service brand extension. Based on A&K model, three kinds of service quality are introduced, and the famous Chinese brand Jinling Hotel is studied through dynamic data collecting, trying to find favorable factors affecting consumer evaluation of service brand extension. The results show that the new gray incidence degree is with good accuracy, that process quality is more important than functional quality, and complementary is a salient clue to evaluate extensions in a services context.