Identifying and Ranking the Factors Affecting the Brand Experience of Public Organizations (A Case Study of Social Security Organization)

سال انتشار: 1403
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 180

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شناسه ملی سند علمی:

JR_BGS-6-4_001

تاریخ نمایه سازی: 15 مرداد 1403

چکیده مقاله:

This paper investigates the factors influencing the brand experience of public organizations, focusing on the Social Security Organization (SSO). Employing Multi-Criteria Decision Making (MCDM) methods, specifically the Analytical Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), this study identifies and ranks the key factors affecting brand experience. The findings offer valuable insights for policymakers and managers in public organizations to enhance their brand experience effectively.This paper investigates the factors influencing the brand experience of public organizations, focusing on the Social Security Organization (SSO). Employing Multi-Criteria Decision Making (MCDM) methods, specifically the Analytical Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), this study identifies and ranks the key factors affecting brand experience. The findings offer valuable insights for policymakers and managers in public organizations to enhance their brand experience effectively.

کلیدواژه ها:

نویسندگان

Mohammad Arjang

Faculty of Economics, Management and Administrative Sciences

Davood Feiz

Full Professor in Business Management, Semnan University, Semnan, Iran

Morteza Maleki MinBashRazgah

Associate Professor in Business Management, Semnan University, Semnan, Iran