Evaluating Direct Marketing Practices on the Internet via the Fuzzy Cognitive Mapping Method

Haşıloğlu, Selçuk Burak; Çınar, Recai

doi:10.5539/ijbm.v3n12p31

Cited by 3 publications

(5 citation statements)

References 19 publications

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“…The most affecting factors are found as "Top Management Commitment and Leadership", "Strategic Planning" and "Human Resource Management" and most affected factors are seen as "Information and Analysis", "Strategic Planning" and "Process Management" as shown in Table IV whereas "Strategic Management" factor is at the same time the most affected and the most affecting factor, and it is also the central factor of the model. Table V shows the centralities obtained from Equation ( 4) (Hasıloglu and C¸ınar, 2008):…”

Section: Resultsmentioning

confidence: 99%

Analyzing critical success factors of total quality management by using fuzzy cognitive mapping

Kutlu

Kadaifçi

2014

Journal of Enterprise Information Management

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Purpose – Total quality management (TQM) is a process and philosophy to achieve customer satisfaction in long term by improving the products, processes and services effectively and efficiently. TQM implementation is turning into a complex practice due to the increasing number of effective factors and key elements labelled as critical success factors (CSFs). The purpose of this paper is to analyse the relations between CSFs of TQM and to provide decision makers has a clear picture of relations by determining the most affecting – both the number of CSFs which this factor affects and the its effect degree on relevant CSFs are higher comparing to other factors – of this factors affected factors – both the number of CSFs and their effect degree on these factors are higher – that influences a successful TQM implementation. Design/methodology/approach – The paper refers to fuzzy cognitive maps (FCMs) that allow dynamic modelling of a system in consideration of a complex network structure and the effects of factors to each other. The method demonstrates causal representations between CSFs under uncertainty to represent the relations and interaction between them and performs qualitative simulations to analyse the factors that have the highest impact on continuous improvement of quality management process. The evaluations are performed by five academicians whose professions are on both the areas of TQM and FCM. Findings – FCM analysis shows how the most affecting and affected factors influence the other CSF in order to manage a successful TQM implementation. Originality/value – The critical factors of TQM implementation are in the focus of most of the empirical studies in the literature. However, none of them considers the dynamic interactions between the factors. This study employs FCM to explore the CSFs that influence the TQM implementation process considering the relations among them to observe the most affecting and affected factors based on the changes of determined CSFs.

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Section: Resultsmentioning

confidence: 99%

Analyzing critical success factors of total quality management by using fuzzy cognitive mapping

Kutlu

Kadaifçi

2014

Journal of Enterprise Information Management

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“…On the other hand, the hierarchy index (h) implies the democracy within the variables. If h = 0, then the map is fully democratic and if h = 1, then the map is fully hierarchical [34,35].…”

Section: Fuzzy Cognitive Mapsmentioning

confidence: 98%

“…Cognitive maps are composed of variables and relationships within variables [34] Each variable is linked with each other with either a positive relationship which denotes a direct proportion or a negative relationship which denotes an inverse proportion. Cognitive mapping starts with defining the relationships between variables with arrows drawn from the affecting variable to the affected variable.…”

Section: Fuzzy Cognitive Mapsmentioning

confidence: 99%

Fuzzy cognitive mapping in factor elimination: A case study for innovative power and risks

Altay

Kayakutlu

2011

Procedia Computer Science

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Factor or criteria prioritization is essential for decision making and planning. In most areas in decision making, integrating the related literature yields an exuberance of criteria which leads a robust decision. Yet, an excess number of criteria may handicap decision making or evaluations in terms of computational time and complexity. In these circumstances, decreasing the number of factors in exchange for a negligible amount of knowledge can emancipate the decision maker yet does not affect the quality of the decision. This elimination can be conducted through qualitative methods such as interviews or quantitative methods. However, quantitative methods are more trustworthy since qualitative methods can be deceptive due to the perceptions of the interviewee. Furthermore, working with larger groups is more prone to neutrality in terms of group thinking. On the subject of innovative power and risks, the literature offers 48 criteria depending on the industry, size or demographics of related companies. Prioritizing and working with these criteria for their decision making applications becomes computationally expensive, especially when embedded in more complex algorithms. In this study, 48 criteria will be reduced using Fuzzy Cognitive Maps and it is believed to provide a sufficient number of criteria with a negligible loss of information and comparisons will be conducted.

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“…The last point is that response and action toward direct marketing attempts are measured. Direct marketing is one of the methods whereby a product is made available to the target mass and the message is presented to him/her in a proper way [20].…”

Section: Direct Marketingmentioning

confidence: 99%

“…The final point to make is that responses and actions in response to direct marketing efforts are tracked and measured. It is one of the methods used in marketing, in which a product is made available to the target audience and the message is presented to him or her in an appropriate manner [20]. Direct Marketing variables are denoted by three indicators, which are referred to as DM1, DM2, and DM3, respectively.…”

Section: The Effect Of Direct Marketing Towards Communication Toolsmentioning

confidence: 99%

Green Marketing: Reviewing Aspect of Communication Tools

Jamal¹,

Othman²,

Nizam³

et al. 2022

IJSDP

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This article explores one of the functions of green marketing is communication that needs to be maintained from the company to consumers. Brand Trust is usually used in reference to a thought that serves as the main determinant of consumer decision-making. The application of green marketing is very important to support brand trust in Indonesian Industrial Properties. In addition, this study aims to identify variables that have a relationship with communication tools on brand trust. Furthermore, a conceptual model has been proposed as well as information collected through a survey of 400 consumer sample sizes, and the AMOS structural equation model (SEM) was used in this investigation. The results showed that of the 6 proposed variables, there were 4 significant variables that supported communication tools, namely advertising, direct marketing, personal selling, and interactive marketing. In particular, in green marketing-related communication tools that promote brand trust, research can contribute to scientific understanding. And it can be a recommendation for business actors who use green marketing to instill brand trust that can increase consumer awareness of the environment.

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Evaluating Direct Marketing Practices on the Internet via the Fuzzy Cognitive Mapping Method

Cited by 3 publications

References 19 publications

Analyzing critical success factors of total quality management by using fuzzy cognitive mapping

Analyzing critical success factors of total quality management by using fuzzy cognitive mapping

Fuzzy cognitive mapping in factor elimination: A case study for innovative power and risks

Green Marketing: Reviewing Aspect of Communication Tools

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