A New Fuzzy Based Marketing Performance Measurement Model with a Real Case Study
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 sust...
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| Published in: | Econder International Academic Journal Vol. 3; no. 1; pp. 41 - 73 |
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| Main Authors: | , , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Hayrettin Keskingöz
30-06-2019
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| Subjects: | |
| Online Access: | Get full text |
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| Summary: | 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. |
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| ISSN: | 2602-3806 2602-3806 |
| DOI: | 10.35342/econder.549834 |