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Modeling the Innovation Orientation and Market Orientation of Banks Electronic Services Using Hybrid Model of FAHP, FTOPSIS and Possibility Theory | ||
Journal of Information Technology Management | ||
مقاله 13، دوره 7، شماره 2، مهر 2015، صفحه 451-472 اصل مقاله (560.63 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/jitm.2015.53862 | ||
نویسندگان | ||
Ali Mohammadi1؛ Mojtaba Khalifeh* 2 | ||
1Associate Prof., Management Department, Shiraz University, Shiraz, Iran. | ||
2Ph.D. Candidate in systems Management, Management Department, Shiraz University, Shiraz, Iran | ||
چکیده | ||
The purpose of this study is to consider and modeling E-Commerce variables based on FAHP, FTOPSIS and Possibility Theory to create a new approach in decision-making techniques. Thus, modeling Market Orientations and Innovation Orientation indicators as the E-Satisfaction factors and Fulfillment & Reliability, Responsiveness and Security indicators as the E-Trust factors is done for selected banks. Data collected from customers and experts via distributing questionnaires and the data were analyzed by FAHP, FTOPSIS and Possibility Theory techniques. The results show that E-Satisfaction, Innovation Orientation and Security are the important indicators in E-Loyalty and Mellat Bank takes the highest rank in covering these indicators. | ||
کلیدواژهها | ||
FAHP؛ FTOPSIS؛ innovation orientation؛ Market orientations؛ Possibility theory | ||
عنوان مقاله [English] | ||
مدلسازی نوآوری محوری و بازارمحوری خدمات الکترونیک بانکها با استفاده از مدل ترکیبی FAHP، FTOPSIS و تئوری امکان | ||
نویسندگان [English] | ||
علی محمدی1؛ مجتبی خلیفه2 | ||
1دانشیار بخش مدیریت، دانشگاه شیراز، شیراز، ایران | ||
2دانشجوی دکتری مدیریت سیستم ها، بخش مدیریت، دانشگاه شیراز، شیراز، ایران | ||
چکیده [English] | ||
هدف از اجرای این پژوهش بررسی و مدلسازی متغیرهای تجارت الکترونیک در قالب مدل ترکیبی FAHP، FTOPSIS و تئوری امکان، برای ایجاد رویکردی جدید در روشهای تصمیمگیری است. بر این اساس، شاخصهای بازارمحوری و نوآوریمحوری عوامل رضایتمندی الکترونیک و شاخصهای قابلیت اطمینان و اجرا، پاسخگویی و امنیت نیز، عوامل اعتماد الکترونیک در راستای ایجاد وفاداری الکترونیک مشتریان، برای بانکهای منتخب مدلسازی شدند. جمعآوری دادههای این مطالعه از طریق توزیع 80 پرسشنامه میان مشتریان و کارشناسان صورت پذیرفت و روشهای ترکیبی FAHP، FTOPSIS و تئوری امکان برای تجزیهوتحلیل اطلاعات بهکارگرفته شد. نتایج نشان داد رضایتمندی الکترونیک مهمترین عامل در ایجاد وفاداری الکترونیک، نوآوریمحوری مهمترین عامل برای ایجاد رضایتمندی الکترونیک و امنیت نیز مهمترین عامل برای ایجاد اعتماد الکترونیک است. همچنین از میان سایر گزینهها، بانک ملت بهترین گزینۀ موفق در پوششدادن شاخصهای مربوط شناسایی شد. | ||
کلیدواژهها [English] | ||
بازارمحوری, تئوری امکان, نوآوریمحوری, AHP فازی, تاپسیس فازی | ||
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