A New Fuzzy Based Marketing Performance Measurement Model with a Real Case Study

Authors : Rana Coşkun, Zeliha Nur Kiriş, Serap Nur Tepe

Pages : 41-73

Doi:10.35342/econder.549834

View : 17 | Download : 11

Publication Date : 2019-06-30

Article Type : Research

Abstract :The level of efficiency for business and process control is based on performance measurements. Performance measurement is a mixed system that contains many different criteria such as customer behaviour, sales, employees and product range. Businesses need to measure sales performance to maintain sustainable competition lines and improve their strategies. In this paper, a performance measurement in the clothing industry has been carried out and a pioneering company data has been utilized as the application area. In the paper, Interval Valued Pythagorean Fuzzy Analytical Hierarchy Process (IV-PFAHP) method and Interval Valued Pythagorean Fuzzy TOPSIS (IV-PFTOPSIS) method have been suggested to deal with marketing performance assessment process with a real case study. The paper focuses on IV-PFAHP and IV-PFTOPSIS methods to handle uncertainty in the marketing performance assessment process for clothing industry. The results revealed that the proposed approach produces reliable outcomes representing the vagueness of the decision-making process.  
Keywords : Marketing Performance, Pythagorean Fuzzy Sets, AHP, TOPSIS, Buyer Behavior