چکیده:
The main objective of this research is to present a model for evaluating the effectiveness of web-based marketing in the Iranian aviation industry. To this end, in the first step, after identifying the components of the model, the final components of the model were selected by benefiting from the literature and the opinions of experts and specialists in the field of marketing and sales of the aviation industry. In the second step, the Dematel method was used to determine the structure of relationships between criteria. In the third step, using the Analytical Network Process, the weight of each criterion was obtained based on dependency and feedback, and in the last step, using the Vikor method, three reputable companies in the Iranian aviation industry were ranked. The results obtained from the Dematel method show the internal and external relationships between the criteria of the web-based effectiveness evaluation model. The results of the Analytical Network Process indicate that among all the criteria of the model, "credibility" is in the first rank in terms of weight and importance. Finally, the results of the Vikor method showed that Mahan Airlines has the least distance from the defined ideal situation.
خلاصه ماشینی:
In the third step, using the Network Analysis Process (ANP), the weight of each criterion was obtained based on dependency and feedback, and in the final step, the VICOR method was used to rank three reputable companies in the Iranian aviation industry.
Liu, Chou & Tee Sai (2011) In a research entitled "A Model for Evaluating the Effectiveness of Web-Based Marketing", using a combination of multi-criteria decision-making techniques of DEMATEL1, ANP, and VIKOR, a model was presented to evaluate the effectiveness of the electronic commerce website of Taiwanese airlines.
Subsequently, the weight of each criterion of the model was obtained using a questionnaire to measure the relative importance of the criteria based on pairwise comparisons according to the standard of the Analytical Network Process (ANP) method, and finally, the options under consideration were ranked using the VIKOR technique.
/ Based on the results obtained from the DEMATEL method (Table 3), the degree of influence of the indicators in the web-based marketing effectiveness evaluation model is, in order: high value-added product, transaction performance, discounts, information flow, customized product, communication, agreed price, information association, credibility, and brand associations.
Electronic quality was the second selected dimension of the web-based marketing effectiveness evaluation model, which was investigated in this research and included the factors of information quality, system quality, and service quality.
The last dimension of the web-based marketing effectiveness evaluation model that was investigated in this research was the electronic branding dimension, which included four criteria: brand loyalty, brand awareness, brand associations, and perceived brand quality (Mohammadiyan & Dehdashti Shahrokh & Jalalzadeh Moghadam, 1391).
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