طراحی مدل سنجش میزان بهبود عملکرد برند با رویکرد سیستم خبره فازی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، دانشگاه سمنان. سمنان، ایران

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، دانشگاه سمنان، سمنان، ایران

چکیده

در شرایط به‌شدت رقابتی امروزی حفظ و توسعه سهم بازار نتیجه عملکرد برند است. سازمان­ها برای حفظ جایگاه خود در برابر رقبا باید به مدیریت برند و بهبود عملکرد برند مبادرت ورزند. بنابراین، بررسی عوامل اثرگذار بر عملکرد برند، موضوعی پراهمیت در دستیابی به اهداف سازمان و ایجاد وفاداری مشتریان به شمار می‌رود. از این­رو هدف از این پژوهش، طراحی مدل سنجش میزان بهبود عملکرد برند با رویکرد سیستم خبرة فازی، بر پایه پژوهش ترکیبی و به صورت کمی و کیفی می­باشد. بدین منظور، بعد­هایی نظیر شرمندگی برند مصرف­کننده، ارزش ویژه برند، جایگاه برند، همخوانی شخصیت برند و مشتری، برای بهبود عملکرد برند در نظر گرفته شد. پژوهش حاضر از نظر هدف، کاربردی و بنیادی و از حیث ماهیت و روش توصیفی پیمایشی است. جامعه آماری پژوهش را مدیران عالی و کارکنان با تجربه در فروشگاه­های زنجیره­ای و فروشگاه­های مصرف کارکنان اداراه­های استان سمنان و خبرگان دانشگاهی که دارای مشاغل اجرائی در نظام ادارای بوده­اند تشکیل می­دهند. با استفاده از روش نمونه­گیری غیرتصادفی (در دسـترس) 80 نفـر بـرای نمونه انتخاب شدند. در این پژوهش با به­کارگیری مزایای منطـق فـازی و سیسـتم­هـای خبره، یک سیستم خبره فازی برای حل مسئله مطرح شده، ارائه شد که با بهـره­گیـری از روش استنتاج ممدانی، در نهایـت اولویت و سهم هریک از ابعاد در بهبود عملکرد برند تعیین شد. پس از پیاده­سازی سیستم با نرم­افزار متلب، سطح بهبود عملکرد برند، زیاد و به مقدار دقیق «5/0» برآورد شد. همچنین، اعتبارسنجی مدل حاکی از دقت بالای انطباق نتایج به­دست آمده با نظر خبرگان این حوزه دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a model for measuring the improvement of brand performance with the fuzzy expert system approach

نویسندگان [English]

  • Davood Feiz 1
  • Azim Zarei 2
  • Hadi Ghazvini 3
1 Professor, Department of Business Management, Faculty of Economics, Semnan University, Semnan, Iran.
2 Associate Prof., Department of Business Management, Faculty of Economics, Semnan University, Semnan, Iran.
3 Ph.D. Student in Marketing Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

Objective: In today's highly competitive conditions maintaining and expanding market share is the result of brand performance. Organizations must pay attention to branding and improve brand management in order to maintain and improve their position against competitors. Therefore, identifying the factors influencing brand performance is an important issue in achieving the organizations goal and creating customer loyalty. Methodology:  So, the aim of this research is to design the model of measuring the brand performance improvement with a Fuzzy expert system based on mix method research. For this purpose, dimensions such as consumer brand embarrassment, brand equity, brand position, Congruence between brand Personality and Customer, have been considered to improve brand performance. The present research is practical regarding its purpose and descriptive-survey regarding its nature and method. The statistical population of the study consists of senior managers and experienced employees in chain stores and employee consumption stores in Semnan offices and university experts. 80 people were selected as sample members using non-random sampling method (in access).  Finding: In this study, using the advantages of fuzzy logic and expert systems, a fuzzy expert system to solve the problem was presented, which was finally determined by using the field inference method, the priority and contribution of each dimension in improving brand performance.  Conclution:After running the system with MATLAB software, the level of brand performance improvement was high and was estimated at "0.5". Validation of the model indicates the high accuracy of matching the results with the opinion of experts in this field

کلیدواژه‌ها [English]

  • Consumer Brand Embarrassment
  • Brand Equity

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