کاربرد شبکه‌های عصبی مصنوعی در بررسی ارتباط بین سرمایه‌اجتماعی و رضایت مشتری
محورهای موضوعی : مدیریت بازرگانیهوشنگ تقی زاده 1 , محمدصادق زینلی کرمانی 2
1 - دانشیارگروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 - کارشناس ارشد،گروه مدیریت بازرگانی،واحد تبریز، دانشگاه آزاد اسلامی،تبریز،ایران
کلید واژه: رضایت مشتری, شبکه‌های عصبی مصنوعی, سرمایه‌اجتماعی,
چکیده مقاله :
هدف از این تحقیق توسعه یک مدل از شبکه‌های عصبی مصنوعی برای شناسایی ارتباط بین سرمایه اجتماعی و رضایت مشتری است. بدین منظور، ضمن مرور ادبیات و مفاهیم موجود در زمینه سرمایه‌اجتماعی و رضایت مشتری، عوامل مؤثر مورد مطالعه قرار گرفت. تحقیق حاضر بر پایه دو مجموعه داده متفاوت استوار است. اولین مجموعه داده‌ها از پاسخگویی 100 مدیر از شرکت‌هایی که در زمینه قطعه‌سازی خودرو در آذربایجان شرقی فعالیت می‌کنند، جمع‌آوری شده است. حجم این نمونه با استفاده از جدول بارتلت بدست آمده است. برای گردآوری داده‌های سرمایه‌اجتماعی و ابعادش از پرسشنامه استفاده شده است. دومین مجموعه داده‍ا از پاسخ مشتریان به پرسشنامه‌هایی که با طیف 5 نقطه‌ای لیکرت(کاملاً موافق،...، کاملاً مخالف) طراحی شده‌اند، جمع‌آوری گردید. روش تحقیق از نوع همبستگی است. از ضریب همبستگی اسپیرمن و شبکه‌های عصبی مصنوعی برای تجزیه و تحلیل داده‌ها استفاده شده است. شبکه‌های عصبی چند لایه، با تابع آموزشی تانژانت هایپربولیک، آموزش داده شده با الگوریتم پیش‌خور برای ساخت مدل شناسایی بکار گرفته شده‌اند. آزمون سؤالات نشان داد که رابطه معنی‌داری بین سرمایه اجتماعی و رضایت مشتری وجود دارد.
The purpose of the present research was to develop a neural networks model to identify the relationship between social capital and customer satisfaction. For this purpose, the effective factors were investigated by reviewing the literature and the related concepts in social capital and customer satisfaction. The present research is based on information obtained from two different data sets. The first data set was built up from the responses of 100 managers of the companies' active in the field of automobile parts manufacturing industries in East Azarbaijan. This sample was chosen by Bartlett charts. For gathering information about SC and its dimensions, we used a questionnaire. The second data set resulted from the responses of customers to a questionnaire survey formulated according to five-point Likert scale items ranging from strongly disagree to strongly agree. The method of research is correlation. Spearman correlation coefficient and Artificial Neural Networks were used for data analysis. Multi-layer perceptron (MLP) neural networks with hyperbolic tangent function, trained by feed forward algorithm, were utilized to build the identification model. Testing the questions showed that there is a significant relation between social capital and customer satisfaction.
Adler, K., (2000), Social capital: prospects for a new concept, Academy of Management Review, Vol. 27, pp. 43- 67.
Al-Eisa, A. S.(2009), Using a multiple-attribute approach for measuring customer satisfaction with retail banking services in Kuwait, International Journal of Bank Marketing , Vol. 27, No.4, pp. 294-314.
Basheer, I.A. & Hajmeer, M., Artificial neural networks: fundamentals, computing, design, and application, Journal of Microbiological Methods 43(2000) 3–31.
Bourdieu, P., (1986), the forms of capital, In J. Richardson (Ed.), Handbook of theory and research for the sociology of education, New York: Greenwood Press, pp.241-258.
Coleman, J. S., (1988), Social capital in the creation of human capital, American Journal of Sociology, Vol. 94, pp. 112- 119.
Dadkhah, M. R. (2008). Customership. Tehran: Shahrazoub Publication, (In Persian).
Dasgupta, C., Ghose, D., Gary, S., & Ghose, S.(1994), Comparing the predictive performance of a neural network model with some traditional market response models. International Journal of Forecasting, 10(2), 235–244.
De Silva, M.J., Huttly, S.R., Harpham, T., & Kenward, M.G., (2007), Social capital and mental health: A comparative analysis of four low income countries, Social Science & Medicine, No.64, pp. 5–20.
Edrisi, M. R., & Raissi Ardali, J. (2004). Comparison of the Satisfaction and Efficiency of Non-Faculty Staff and Managers at Isfahan University of Technology. Isfahan University of Medical Sciences, 2, 155-165, (In Persian).
Faghihi, A., & Feyzi, T. (2006). Social Capital: A New Approach in Organization. Management Knowledge, 19, 23-46, (In Persian).
Fallahi, M., Khalozadeh, H., & Alamdari, S. (2006). Nonlinear Modeling and Prognosis of Income Taxes on Jobs in the Iranian Economy (Application of Artificial Neural Networks and Comparison with Linear Regression and Time Series). Economic Research, 77, (In Persian).
Falkeh, T., Hamidi, M., & Goodarzi, M. (2006). Investigating Factors Related to the Customers' Satisfaction with Private Covered Pools. 37, 49-58, (In Persian).
Haykin, S.(1999), Neural networks: A comprehensive foundation. Prentice Hall, Inc.
Hill, N. (2006). Customer Satisfaction Measurement. Translated by: M. Eskandari, Tehran: Rasa Publication, (In Persian).
Hosseini, A., Elmi, Z., & Sharipour, M. (2007). Social Capital Ranking in the Provinces of the Country. Quarterly Journal of Social Welfare, 7(26), pp. 59-84, (In Persian).
Hutchinson, R.H., Putt, M.A., Dean, L.T., Long, J. A., Montagnet, C. A., & Armstrong, K., (2009), Neighborhood racial composition, social capital and black all-cause mortality in Philadelphia, Social Science & Medicine, No.68, pp.1859–1865.
Kaefer, F., Heilman, M. C., & Ramenofsky, D. S.(2005), A neural network application to consumer classification to improve the timing of direct marketing activities. Computers & Operations Research, 32, 2595–2615.
Kamijani, A., & Saadatfar, J. (2006). Application of Artificial Neural Network Models in Forecasting the Bankruptcy of Stock Market Companies. Two Issues of Economics, 6, 11-44, (In Persian).
Kassim, N. & Souiden, N.(2008), Customer retention measurement in the UAE banking sector, Journal of Financial Service Marketing, No.11, pp.217-28.
Kim, T., Oh, K., Sohn, I., & Hwang, C.(2004), Usefulness of artificial neural networks for early warning system of economic crisis. Expert System with Applications, 26.
Krycha, K.A. and Wagner, U.(1999), “Applications of artificial neural networks in management science: a survey”, Journal of Retailing and Consumer Services, Vol. 6, September, pp. 185-203.
Lee, W.I and Shih, B.Y.(2009), “Application of neural networks to recognize profitable customers for dental services marketing-a case of dental clinics in Taiwan”, Expert Systems with Applications 36, pp. 199–208.
Mahmood Shirazi, M. A. (2006). Application of Neural Network Technique for Assessing Relationships Between Buyer and Seller. Management Knowledge Quarterly, 73, 41-56, (In Persian).
Maleki, A., & Darabi, M. (2008). Different Methods of Customer Satisfaction Measurement. Monthly Journal of Automotive and Related Industries, 3, 27-32, (In Persian).
Malhotra, R., & Malhotra, D. K.(2003), Evaluating consumer loans using neural networks. Omega, 31(2), 83-96.
Moshiri, S., & Maravvat, H. (2005). Investigating the Chaotic Process in the Tehran Stock Exchange's Total Stock Price Efficiency Index. Iran's Economic Research, 25, (In Persian).
Moshiri, S., & Maravvat, H. (2006). Prediction of Tehran Stock Equity's Total Returns Using Linear and Nonlinear Models. Commercial Letter, 41, (In Persian).
Najafi, B., & Tarazkar, M. H. (2006). Predicted Iranian Pistachio Exports: Application of Artificial Neural Network. Commercial Research, 39, (In Persian).
Nilsaz, H., Rasekh, A., Osareh, A., & Sinaei, H. (2007). Application of Artificial Neural Networks in Credit Rating of Selling Installment Loans. Iranian Journal of Economic Research, 32, 85- 109, (In Persian).
Nour Alnesa, R., Saghayi, A., Shadalouie, F., & Samimi, Y. (2008). Measuring Customer Satisfaction to Identify Improvement Opportunities in Research Services in Higher Education. Quarterly Journal of Research and Planning in Higher Education, 49, 97-119, (In Persian).
Oksanen, T., Kouvonen, A., Kivima, M., Pentti, J., Virtanen, M., Linna, A., & Vahtera, J., 2008, Social capital at work as a predictor of employee health: Multilevel evidence from work units in Finland, Social Science & Medicine, No, 66, pp. 637–649.
Olorunniwo,F., Hsu, M. & Udo, G.(2006), Service quality customer satisfaction, and behavioral intentions in the service factory, The Journal of Service Marketing, Vol. 20, No.1,pp.59-73.
Palmer, A., Montan˜ o, J.J., Franconetti, F.J., 2008. Sensitivity analysis applied to artificial neural networks for forecasting time series. European Journal of Research Methods for the Behavioral and Social Sciences 4(2), 80–86.
Putnam, R., (1993), making democracy work: Civic traditions in modern Italy, Princeton, NJ: Princeton University Press.
Putnam, R. D. & Goss, K.A., (2002), Introduction, in Putnam, Democracies in flux, The Evolution of Social Capital in Contemporary Society, Oxford University Press.
Saadat, R. (2008). Estimation of the Social Capital Process in Iran (Using the Fuzzy Method). Economic Research, 43, 41-56, (In Persian).
Sahney, S., Banwet, D. & Karunes, S.(2004), Customer Requirement Constructs, International Journal of Productivity and Performance Management, Vol. 53.
Schocken, S., & Ariav, G.(1994), Neural networks for decision support: Problems and opportunities. Decision Support Systems, 11(5), 393– 414.
Suri, A., & Mehregan,N. (2007). The Role of Social Capital in the Formation of Human Capital. Journal of Business, 42, 207-219, (In Persian).
Tavasoli, G., & Mousavi, M. (2005). The Concept of Capital in Classical and New Ideas, with an Emphasis on Social Capital Theories. Journal of Social Sciences, 26, 1-32, (In Persian).
Zahedi, M. J., Maleki, A., & Heidari, A. A. (2008). Social Poverty and Capital. Social Welfare, 7(28), 79-106, (In Persian).
Zarei Matin, H. (2009). Advanced Organizational Behavior Management. Tehran: Agah Publication, (In Persian).
_||_Adler, K., (2000), Social capital: prospects for a new concept, Academy of Management Review, Vol. 27, pp. 43- 67.
Al-Eisa, A. S.(2009), Using a multiple-attribute approach for measuring customer satisfaction with retail banking services in Kuwait, International Journal of Bank Marketing , Vol. 27, No.4, pp. 294-314.
Basheer, I.A. & Hajmeer, M., Artificial neural networks: fundamentals, computing, design, and application, Journal of Microbiological Methods 43(2000) 3–31.
Bourdieu, P., (1986), the forms of capital, In J. Richardson (Ed.), Handbook of theory and research for the sociology of education, New York: Greenwood Press, pp.241-258.
Coleman, J. S., (1988), Social capital in the creation of human capital, American Journal of Sociology, Vol. 94, pp. 112- 119.
Dadkhah, M. R. (2008). Customership. Tehran: Shahrazoub Publication, (In Persian).
Dasgupta, C., Ghose, D., Gary, S., & Ghose, S.(1994), Comparing the predictive performance of a neural network model with some traditional market response models. International Journal of Forecasting, 10(2), 235–244.
De Silva, M.J., Huttly, S.R., Harpham, T., & Kenward, M.G., (2007), Social capital and mental health: A comparative analysis of four low income countries, Social Science & Medicine, No.64, pp. 5–20.
Edrisi, M. R., & Raissi Ardali, J. (2004). Comparison of the Satisfaction and Efficiency of Non-Faculty Staff and Managers at Isfahan University of Technology. Isfahan University of Medical Sciences, 2, 155-165, (In Persian).
Faghihi, A., & Feyzi, T. (2006). Social Capital: A New Approach in Organization. Management Knowledge, 19, 23-46, (In Persian).
Fallahi, M., Khalozadeh, H., & Alamdari, S. (2006). Nonlinear Modeling and Prognosis of Income Taxes on Jobs in the Iranian Economy (Application of Artificial Neural Networks and Comparison with Linear Regression and Time Series). Economic Research, 77, (In Persian).
Falkeh, T., Hamidi, M., & Goodarzi, M. (2006). Investigating Factors Related to the Customers' Satisfaction with Private Covered Pools. 37, 49-58, (In Persian).
Haykin, S.(1999), Neural networks: A comprehensive foundation. Prentice Hall, Inc.
Hill, N. (2006). Customer Satisfaction Measurement. Translated by: M. Eskandari, Tehran: Rasa Publication, (In Persian).
Hosseini, A., Elmi, Z., & Sharipour, M. (2007). Social Capital Ranking in the Provinces of the Country. Quarterly Journal of Social Welfare, 7(26), pp. 59-84, (In Persian).
Hutchinson, R.H., Putt, M.A., Dean, L.T., Long, J. A., Montagnet, C. A., & Armstrong, K., (2009), Neighborhood racial composition, social capital and black all-cause mortality in Philadelphia, Social Science & Medicine, No.68, pp.1859–1865.
Kaefer, F., Heilman, M. C., & Ramenofsky, D. S.(2005), A neural network application to consumer classification to improve the timing of direct marketing activities. Computers & Operations Research, 32, 2595–2615.
Kamijani, A., & Saadatfar, J. (2006). Application of Artificial Neural Network Models in Forecasting the Bankruptcy of Stock Market Companies. Two Issues of Economics, 6, 11-44, (In Persian).
Kassim, N. & Souiden, N.(2008), Customer retention measurement in the UAE banking sector, Journal of Financial Service Marketing, No.11, pp.217-28.
Kim, T., Oh, K., Sohn, I., & Hwang, C.(2004), Usefulness of artificial neural networks for early warning system of economic crisis. Expert System with Applications, 26.
Krycha, K.A. and Wagner, U.(1999), “Applications of artificial neural networks in management science: a survey”, Journal of Retailing and Consumer Services, Vol. 6, September, pp. 185-203.
Lee, W.I and Shih, B.Y.(2009), “Application of neural networks to recognize profitable customers for dental services marketing-a case of dental clinics in Taiwan”, Expert Systems with Applications 36, pp. 199–208.
Mahmood Shirazi, M. A. (2006). Application of Neural Network Technique for Assessing Relationships Between Buyer and Seller. Management Knowledge Quarterly, 73, 41-56, (In Persian).
Maleki, A., & Darabi, M. (2008). Different Methods of Customer Satisfaction Measurement. Monthly Journal of Automotive and Related Industries, 3, 27-32, (In Persian).
Malhotra, R., & Malhotra, D. K.(2003), Evaluating consumer loans using neural networks. Omega, 31(2), 83-96.
Moshiri, S., & Maravvat, H. (2005). Investigating the Chaotic Process in the Tehran Stock Exchange's Total Stock Price Efficiency Index. Iran's Economic Research, 25, (In Persian).
Moshiri, S., & Maravvat, H. (2006). Prediction of Tehran Stock Equity's Total Returns Using Linear and Nonlinear Models. Commercial Letter, 41, (In Persian).
Najafi, B., & Tarazkar, M. H. (2006). Predicted Iranian Pistachio Exports: Application of Artificial Neural Network. Commercial Research, 39, (In Persian).
Nilsaz, H., Rasekh, A., Osareh, A., & Sinaei, H. (2007). Application of Artificial Neural Networks in Credit Rating of Selling Installment Loans. Iranian Journal of Economic Research, 32, 85- 109, (In Persian).
Nour Alnesa, R., Saghayi, A., Shadalouie, F., & Samimi, Y. (2008). Measuring Customer Satisfaction to Identify Improvement Opportunities in Research Services in Higher Education. Quarterly Journal of Research and Planning in Higher Education, 49, 97-119, (In Persian).
Oksanen, T., Kouvonen, A., Kivima, M., Pentti, J., Virtanen, M., Linna, A., & Vahtera, J., 2008, Social capital at work as a predictor of employee health: Multilevel evidence from work units in Finland, Social Science & Medicine, No, 66, pp. 637–649.
Olorunniwo,F., Hsu, M. & Udo, G.(2006), Service quality customer satisfaction, and behavioral intentions in the service factory, The Journal of Service Marketing, Vol. 20, No.1,pp.59-73.
Palmer, A., Montan˜ o, J.J., Franconetti, F.J., 2008. Sensitivity analysis applied to artificial neural networks for forecasting time series. European Journal of Research Methods for the Behavioral and Social Sciences 4(2), 80–86.
Putnam, R., (1993), making democracy work: Civic traditions in modern Italy, Princeton, NJ: Princeton University Press.
Putnam, R. D. & Goss, K.A., (2002), Introduction, in Putnam, Democracies in flux, The Evolution of Social Capital in Contemporary Society, Oxford University Press.
Saadat, R. (2008). Estimation of the Social Capital Process in Iran (Using the Fuzzy Method). Economic Research, 43, 41-56, (In Persian).
Sahney, S., Banwet, D. & Karunes, S.(2004), Customer Requirement Constructs, International Journal of Productivity and Performance Management, Vol. 53.
Schocken, S., & Ariav, G.(1994), Neural networks for decision support: Problems and opportunities. Decision Support Systems, 11(5), 393– 414.
Suri, A., & Mehregan,N. (2007). The Role of Social Capital in the Formation of Human Capital. Journal of Business, 42, 207-219, (In Persian).
Tavasoli, G., & Mousavi, M. (2005). The Concept of Capital in Classical and New Ideas, with an Emphasis on Social Capital Theories. Journal of Social Sciences, 26, 1-32, (In Persian).
Zahedi, M. J., Maleki, A., & Heidari, A. A. (2008). Social Poverty and Capital. Social Welfare, 7(28), 79-106, (In Persian).
Zarei Matin, H. (2009). Advanced Organizational Behavior Management. Tehran: Agah Publication, (In Persian).