نوع مقاله : پژوهشی
دانشکده مدیریت و حسابداری-دانشگاه علامه طباطبائی
عنوان مقاله [English]
The long-term success of any business depends on providing customers with value and satisfaction, which will influence them to repurchase and grow together. In this paper, neural network concepts are employed to provide a model for measuring customer loyalty toward different products/services. In order to evaluate customer loyalty, Self-Organizing Maps are utilized in the proposed model, the benefits of which, compared to using Feed-Forward Neural Nets, includes a reduction in the number of questionnaire analyses required to train the network. The paper also studies the Isfahan Science and Technology Town Research Planning Office as a case study and applies the proposed model for its customers.