نوع مقاله: مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی؛ دانشگاه پیام نور؛ مرکز تحصیلات تکمیلی تهران
2 استادیار دانشکده مدیریت و اقتصاد دانشگاه یزد
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
One of the important characteristics of products & services since bygone to now, either in individual, social or business fields, for outstanding among others has been reputation. This research tries to introduce reputation, describes its advantages and determines the affecting factor on reputation in Iran home appliances industry & ranking them using fuzzy Topsis. This technique uses two groups as decision makers; customers & managers. Results show both different & common attitudes towards reputation among customers & managers. Besides, these factors are classified in three categories so that managers can use them as guideline to promote corporate reputation.
کلیدواژهها [English]
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