The annual turnover of the wedding banquet market in Taiwan is 500–1000 million new Taiwan dollars, which means that the Taiwanese wedding banquet halls market is very prosperous and stable. Huge business opportunities have attracted more and more investment from operators in the catering industry. However, beyond food, these operators do not understand the other needs of consumers. In reality, consumers usually spend much time and effort to make the decision to select a wedding banquet service because there are a number of other factors that concern consumers. Indeed, selecting a wedding banquet hall is a typical multiple-criteria decision-making (MCDM) problem. In this study, a hybrid MCDM method called DEMATEL-based ANP (DANP) was used to identify the key factors within the decision framework, consisting of 11 criteria in 5 aspects. A real case was enumerated to carry on the empirical study. Six key factors were identified: cost/price (C/P) value, reputation, professionalism, friendliness, premium gifts, and bargaining flexibility.
JEL classification numbers: M3
Keywords: Wedding banquet halls, DEMATEL, ANP, consumer selection decision, MCDM.