Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies

The purpose of this research is to develop the outsourcing model of the bank's electronic banking services using game theory to identify the equilibrium and win-win strategies between the bank and the applicant companies. For this purpose, an interview was held with bank and company experts. After qualitative data analysis,۱۶ strategies were identified for the parties. According to the compatibility of the identified strategies with the marketing mix, the results were grouped into ۴ product groups, price, distribution and promotion. Since the identified strategies did not have the same value for the parties, to identify the weight of the strategies. A pairwise comparison questionnaire was used and the opinions of experts from each side were collected separately. The analytical Hierarchy process was used to obtain the weight of each index and the Inconsistency Ratio index was used to check the reliability of the obtained results. After identifying the weight of the strategies, the game environment was implemented and according to the ۱۶ identified strategies, ۶۵۵۳۶ scenarios were implemented for each side. After performing calculations, ۸ scenarios with the same outcomes were identified as equilibrium scenarios or Nash Equilibrium games. The scenario that had the most consequences for the parties was introduced as the result of the game.

کلیدواژه ها:

outsourcing ، Marketing mix Game Theory ، Nash equilibrium