Identifying and Ranking the Factors Affecting the Brand Experience of Public Organizations (A Case Study of Social Security Organization)

  • Mohammad Arjang Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
  • Davood Feiz Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran https://orcid.org/0000-0002-5535-4370
  • Morteza Maleki MinBashRazgah Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran https://orcid.org/0000-0001-5780-5967
DOI: https://doi.org/10.22034/ijieor.v6i4.109
Keywords: Brand Experience, Public Organizations, MCDM, TOPSIS, AHP

Abstract

This paper investigates the factors influencing the brand experience of public organizations, focusing on the Social Security Organization (SSO). Employing Multi-Criteria Decision Making (MCDM) methods, specifically the Analytical Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), this study identifies and ranks the key factors affecting brand experience. The findings offer valuable insights for policymakers and managers in public organizations to enhance their brand experience effectively.

Published
2024-07-28
How to Cite
Arjang, M., Feiz, D., & Maleki MinBashRazgah, M. (2024). Identifying and Ranking the Factors Affecting the Brand Experience of Public Organizations (A Case Study of Social Security Organization). International Journal of Industrial Engineering and Operational Research, 6(4), 1-14. https://doi.org/10.22034/ijieor.v6i4.109
Issue
Vol 6 No 4 (2024): ISSUE 4
Section
Articles