Prioritising of factors effective on marketing relationship using FAHP and fuzzy TOPSIS methods
by Mohammad Mehdi Parhizgar; Elham Keshavarz
International Journal of Logistics Systems and Management (IJLSM), Vol. 24, No. 4, 2016

Abstract: Organisations are aware of the importance of the bank's customer satisfaction, so they are gently far from traditional marketing, and inclined to relationship marketing (Bagheri Bahri et al., 2013). Relationship marketing (RM) encourage firms to seek partners for long-term marketing relationships. The purpose of this research is to realise how organisations have been sustaining their growth through applying RM. In this study, banks including private bank, state owned bank, semi-private bank were ranked regarding to sub-scales related to different levels of factors effective on marketing relationship of banking industry by using fuzzy analytic hierarchy process (FAHP) and fuzzy TOPSIS. The results obtained from both methods indicate that private bank is more important than semi-private bank and owned state bank in the banking industry.

Online publication date: Sun, 26-Jun-2016

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