توسعه‌ی یک مدل ارزیابی فازی جدید با تمرکز بر بهبود قابلیت اطمینان قضاوت شفاهی مشتریان (مطالعه موردی در حوزه بانکداری اینترنتی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد گروه مدیریت اجرایی، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران

2 استادیار گروه مدیریت کسب و کار، دانشکده اقتصاد و مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران

چکیده

استفاده از مدل‌های ارزیابی فازی مبتنی بر نظرسنجی امروزه بسیار مورد توجه قرار می‌گیرد. در اغلب روش‌های توسعه یافته توجه چندانی به قابلیت اطمینان نظرات افراد شرکت کننده در نظرسنجی نشده است. در این پژوهش، جهت بهبود قابلیت اطمینان نظرات (قضاوت شفاهی) افراد یک مدل ارزیابی چند معیاره نوین فازی ارائه شده است. جهت طراحی این مدل، ابتدا روش‌های سوآرا و کوپراس در محیط فازی توسعه و با یکدیگر تلفیق شده‌اند. سپس، در راستای بهبود قابلیت اطمینان داده‌های حاصل از نظرسنجی (قضاوت شفاهی افراد) و افزایش دقت نتایج نهایی، ضمن تفاوت قائل شدن بین وزن ارزیاب‌ها (افراد شرکت کننده در نظرسنجی)، از مفهوم عدد Z ̃ استفاده شده است. به منظور تشریح فرآیند اجرایی مدل پیشنهادی، یک مطالعه‌ی موردی عملی در حوزه بانکداری اینترنتی به انجام رسیده است که طی آن کیفیت خدمات بانکداری اینترنتی مؤسسه اعتباری کوثر بر اساس شاخص‌های مبتنی بر رضایت مشتری مورد ارزیابی قرار گرفته و در نهایت، ضمن تفسیر نتایج عددی حاصل و تشریح قابلیت‌های برجسته مدل فازی پیشنهادی، نتایج و پیشنهادات مدیریتی نیز مورد بحث قرار گرفته است. رویکرد پیشنهادی در این مقاله، یک مدل تصمیم‌گیری چندمعیاره جدید فازی است که با بهبود قابلیت اطمینان قضاوت شفاهی افراد، ضمن کاهش عدم قطعیت ذاتی نهفته در مسائل ارزیابی، به بهبود قابلیت اطمینان داده‌های تصمیم‌گیری و افزایش دقت نتایج نهایی منجر خواهد شد.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a new assessment fuzzy model by focusing on improving the reliability of customers’ individual verbal judgment (An Internet Banking case study)

نویسندگان [English]

  • Hasan Sadeghi 1
  • Fazlollah Kazemi 2
1 Department of Executive Management, Shiraz Branch, Islamic Azad University,Shiraz, Iran
2 Department of MBA, Shiraz branch, Islamic Azad University, Shiraz, Iran
چکیده [English]

Today, the use of survey-based fuzzy assessment models is very common. Most developed methods, had rarely attended to the reliability of survey participants’ opinions. This paper proposed a new fuzzy multi-criteria evaluation model for improving the reliability of individual’s opinion (verbal judgment). For this, first, SWARA and COPRAS methods are developed in a fuzzy environment. Then, Z-number concept is used to increase data reliability and accuracy of final results, while differentiating between the weight of the evaluators (people participating in the survey). To illustrate the implementation process of the proposed model, a practical case study of Internet Banking is done. This case evaluated the quality of Internet banking services of the Kosar Credit Institute based on customer satisfaction criteria. Finally, while interpreting the numerical results and describing the prominent features of the proposed fuzzy model, management results and suggestions are also discussed. The proposed approach in this paper is a new fuzzy multi-criteria decision making model that improves the reliability of individual’s verbal judgment of, while reducing the inherent uncertainty in evaluation issues. This model will improve the reliability of decision-making data and increase the accuracy of final results.

کلیدواژه‌ها [English]

  • Internet banking
  • Fuzzy SWARA
  • Z-Number
  • Fuzzy COPRAS
  • Reliability

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مطالعات رفتار مصرف‌کننده
دوره 5، شماره 2
بهمن 1397
صفحه 55-82

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