Golzar, Jafar, Hakimpour, Hossein, Mahmoodzadeh Vashan, Mehdi, Basirat, Behrooz. (1403). Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies. هنرهای کاربردی, 15(9), 77-91. doi: 10.22075/ijnaa.2023.31189.4586
Jafar Golzar; Hossein Hakimpour; Mehdi Mahmoodzadeh Vashan; Behrooz Basirat. "Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies". هنرهای کاربردی, 15, 9, 1403, 77-91. doi: 10.22075/ijnaa.2023.31189.4586
Golzar, Jafar, Hakimpour, Hossein, Mahmoodzadeh Vashan, Mehdi, Basirat, Behrooz. (1403). 'Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies', هنرهای کاربردی, 15(9), pp. 77-91. doi: 10.22075/ijnaa.2023.31189.4586
Golzar, Jafar, Hakimpour, Hossein, Mahmoodzadeh Vashan, Mehdi, Basirat, Behrooz. Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies. هنرهای کاربردی, 1403; 15(9): 77-91. doi: 10.22075/ijnaa.2023.31189.4586

Calculating the equilibrium point in outsourcing the marketing of bank Point of sale to PSP companies

International Journal of Nonlinear Analysis and Applications
مقاله 6، دوره 15، شماره 9، آذر 2024، صفحه 77-91    اصل مقاله (635.62 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.31189.4586
نویسندگان
Jafar Golzar1؛ Hossein Hakimpour* 2؛ Mehdi Mahmoodzadeh Vashan2؛ Behrooz Basirat2
1Department of Business Administration, Birjand Branch, Islamic Azad University, Birjand, Iran
2Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran
چکیده
The purpose of this research is to develop the outsourcing model of the bank's electronic banking services using game theory to identify the equilibrium and win-win strategies between the bank and the applicant companies. For this purpose, an interview was held with bank and company experts. After qualitative data analysis,16 strategies were identified for the parties. According to the compatibility of the identified strategies with the marketing mix, the results were grouped into 4 product groups, price, distribution and promotion. Since the identified strategies did not have the same value for the parties, to identify the weight of the strategies. A pairwise comparison questionnaire was used and the opinions of experts from each side were collected separately. The analytical Hierarchy process was used to obtain the weight of each index and the Inconsistency Ratio index was used to check the reliability of the obtained results. After identifying the weight of the strategies, the game environment was implemented and according to the 16 identified strategies, 65536 scenarios were implemented for each side. After performing calculations, 8 scenarios with the same outcomes were identified as equilibrium scenarios or Nash Equilibrium games. The scenario that had the most consequences for the parties was introduced as the result of the game.
کلیدواژه‌ها
outsourcing؛ Marketing mix Game Theory؛ Nash equilibrium
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