Abstract

This study is an applied research and an analytic-descriptive one in terms of nature. By identifying SWOT matrix factors in Parsian Bank through using fuzzy logic, the present study seeks to determine proper strategy in one of the strategic calculated zones in the matrix of strategy determination and the most appropriate strategy for Parsian Bank. This study has applied Cronbach's Alpha method to determine reliability. Having identified strengths and weaknesses, opportunities and threats and prioritized them by FAHP method, the results revealed that the optimal strategic zone in marketing would be an offensive strategy, in accordance of which several strategies have been suggested to the Bank.

Keywords:

Fuzzy hierarchy analysis, marketing strategy, Persian Bank SWOT matrix,

References

Competing interests

The authors have no competing interests.

Open Access Policy

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Copyright

The authors have no competing interests.