A Hybrid Model to Evaluate the Effectiveness of Web-based Marketing in Iran's Airline Industry

Document Type : Research Paper



The main purpose of this study was to propose a model for assessing the effectiveness of web-based marketing in Iran's airline industry. Thence in the first step after identifying the components of the model on the basis of literature review and opinions of experts in the field of marketing and sales related to airline industry, the final components of the model were extracted .In the second step, the Dematel method has been used to determine the existing relations between criteria. In the following, we utilized the ANP to determine the weight of each criterion with regard to the existing dependency and feedback between criteria as the third step. Finally in the last step of this research three reputable Iranian Companies in the airline industry were ranked by the use of VICTOR method. The results obtained by Dematel method indicated the internal and external communications between criteria of the assessing effectiveness of web-based marketing model. Meanwhile, the results of ANP suggested that “Reliability” was in the first place in terms of weight and importance among all criteria of the model. Result of VICOR showed that Mahan Company had the minimum distance to the ideal level.


Main Subjects

Afkhami, A. & Torabi, M. (2011). Impact of Electronic Quality on customer satisfaction in B2C e-commerce (Case Study: Iran And Alborz Insurance Companies). Journalofnewbusinessandeconomy, 7(25): 217-232.
(in Persian)
Aghazadeh, H. & Mehrnoosh, M. & Astiri, M. (2012). The identification of applying fundation of Electronic Marketing in Irans bussinesses base on expert opinion.JournalofInformationtecknolgymanagement, 8(3): 1-18.
(in Persian)
Bianchi, C. & Mathews, SH. (2016). Internet marketing and export market growth in Chile. JournalofBusinessResearch, 69(2): 426-434.
Chiu, W.Y., Tzeng, G.H. & Li, H.L. (2013). A new hybrid MCDM model combining DANP with VIKOR to improve e-store business. Knowledge-BasedSystems,37: 48-61.
Doayee, H. & Bi Gham , Z.(2015). Feasibility of implementing e-marketing in Fars carpet market. New marketing research.5(16):1-20.(in Persian)
Haghighi - Nasab, M. & Tabeein, A. (2008). Evaluate the attractiveness of the ability to use the Web Iran Petrochemical Commercial Company from the perspective of domestic customers in the industrial market. JournalofBusinessManagement, 1(1):21-38.(in Persian)
Hamidizadeh, M. & Mojarrad, F. (2008). Comparative Assessment Web-based luxury hotel Based on the Model 7C in Internet Marketing: A Case Study of Iran”, Turkey, the United Arab Emirates, Journalofnewbusinessandeconomy, 5(15-16): 212-237. (in Persian)
Llach, J. & Marimon, F. & Bernardo, M. (2013). Determinants of online booking loyalties for the purchasing of airline tickets. TourismManagement, 35: 23-31.
Mohammadiyan, M. & Dehdashti Shahrokh, Z. & Jalalzadeh Moghadam Shahri, A. (2012). Prioritization of affecting factors on brand value in Internet companies (From the perspective students of Alameh Tabatabai). Informationtecknolgymanagement, 4(12):187-212. (in Persian)
Saeedi, N. & Norooz nejad, A. & Zendebad, S. (2012). Evaluate and rank internet marketing aspects of the country's carpet industry. Economy and new business.25-26:169-185.(in Persian)
Tsai,W.H., Chou,W.CH. & Leu, J.D. (2011). An effectiveness evaluation model for the web-based marketing of the airline industry, Expert Systems with Applications, 12(38): 15499-15516.