An intelligent system for assessing the position of PostBank brand among Iranian citizens (Case study: PostBank of North Khorasan)

Today, the development of new services and industries has increased the complexity of competition in marketing and customer attraction. Creating a strong brand in the minds of customers can have a significant impact on customer attraction and financial resources, so banks need to be aware of their brand name status and community mentality. The purpose of this study was to investigate the role of brand knowledge in customer attraction in North Khorasan PostBank using fuzzy integration model that mobile evaluation system was proposed. In this model different approaches such as Keller and Aaker have been used. The role of brand recognition. Brand mental readiness, brand image, brand characteristics, brand benefits, feeling about the brand, attitude towards the brand, and experience of the brand in attracting customers have been investigated. The statistical population of this research includes all customers of bank post offices and the sample is 342 people. Due to the proper use and performance of fuzzy logic in the analysis of brand knowledge data, this model has been used for analysis. The results show that the most impact on customer engagement is in terms of brand recognition and brand experience. The error matrix for the fuzzy inference system also shows that the overall accuracy of the proposed method is 90.6% better than the neural network method and has better results. The future perspective of this idea is as an intelligent system for evaluating the position of the brand under the mobile platform for mobile banking or even a separate system.

Keywords:

Brand Knowledge , Fuzzy rule-based classification , PostBank , AI