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

Year 2019, Volume: 3 Issue: 1, 41 - 73, 30.06.2019

Rana Coşkun , Zeliha Nur Kiriş Serap Nur Tepe

https://doi.org/10.35342/econder.549834

Cited By: 3

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

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