Identifying and Prioritizing Capillary Marketing Indicators in Service-Oriented Organizations with a Fuzzy Delphi Approach (Case Study: Bank Saderat)

In today's competitive environment, service-oriented organizations, especially in the banking industry, seek methods that can create the greatest penetration in their target market with minimal resources. Capillary Marketing, as a novel approach inspired by the body's capillary network, emphasizes gradual, targeted, and sustainable penetration into micro-segments of the market (Kotler & Keller, ۲۰۱۶). In this type of marketing, rather than relying on costly mass advertising channels, the organization utilizes numerous micro-pathways to deliver its message and value to potential customers. Bank Saderat Iran, as one of the country's largest banks with an extensive branch network and diverse services, provides a suitable platform for implementing this approach. However, identifying and prioritizing the effective indicators of capillary marketing in such an organization requires employing systematic multi-criteria decision-making methods, particularly the fuzzy Delphi approach, which can manage the uncertainty and ambiguity inherent in expert judgments (Hsu & Sandford, ۲۰۰۷). The present study aims to identify and prioritize these indicators in Bank Saderat, relying on the opinions of experts from this bank.

کلیدواژه ها:

Fuzzy Delphi ، Bank Saderat ، Marketing Indicators