Title: Prioritising of factors effective on marketing relationship using FAHP and fuzzy TOPSIS methods

Authors: Mohammad Mehdi Parhizgar; Elham Keshavarz

Addresses: Department of Management, Payame Noor University, P.O. Box 19395-3697, Tehran, Iran ' Management Department, Payame Noor University, Tehran, Iran

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.

Keywords: marketing relationships; fuzzy AHP; analytical hierarchy process; FAHP; fuzzy TOPSIS; bank customers; customer satisfaction; relationship marketing; banking industry; long-term mrelationships; bank marketing.

DOI: 10.1504/IJLSM.2016.077284

International Journal of Logistics Systems and Management, 2016 Vol.24 No.4, pp.489 - 516

Received: 30 Mar 2015
Accepted: 25 May 2015
Published online: 26 Jun 2016 *

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