کاربرد شبکه‌های عصبی مصنوعی در بررسی ارتباط بین سرمایه‌اجتماعی و رضایت مشتری

نوع مقاله : علمی پژوهشی

نویسندگان

1 دانشیارگروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

2 کارشناس ارشد،گروه مدیریت بازرگانی،واحد تبریز، دانشگاه آزاد اسلامی،تبریز،ایران

چکیده

هدف از این تحقیق توسعه یک مدل از شبکه‌های عصبی مصنوعی برای شناسایی ارتباط بین سرمایه­اجتماعی 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.

کلیدواژه‌ها


عنوان مقاله [English]

Application of Artificial Neural Networks to Recognize the Relationship between Social Capital and Customer Satisfaction

نویسندگان [English]

  • Houshang Taghizadeh 1
  • Mohammad Sadeg Zeinali Kermani 2
1 Associate Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Graduate Student, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

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.
 

کلیدواژه‌ها [English]

  • Artificial Neural Networks
  • Social capital
  • Customer Satisfaction
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