| Abstract |
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The main purpose of any organization is to create a kind of stable relationship between the product and the customers, the result of which will be the commitment and loyalty of customer to the product and organization. Creating such a commitment takes place in a process that involves customer familiarity with the product, knowing it, and then the product's preference. The purpose of conducting this research is to provide a model of subscribers’ preferences in selecting mobile phone operators. The research population of this study is the students of the Ferdowsi University of Mashhad, who use the two operators of Irancell and Hamrahaval simultaneously. By investigating the research literature, 22 criteria of the most important factors affecting subscribers’ preferences in selecting mobile phone operators were identified and the questionnaire was distributed among sample members. Fuzzy data obtained from the questionnaires has been defuzzificated and the criteria have been ranked by the aid of VIKOR method. The results show that the antenna coverage factors in the depth and height have the highest priority and trademark has the lowest priority. By using the results of VIKOR method in the importance-performance matrix, the performance of the two operators of Irancell and Hamrahaval was analyzed. The results show that in the Hamrahaval operator, the factors of "antenna coverage in the depth and height", "speed of performing services in the centers", "SIM card price", "the modernity of services based on the technology of the day", "the quality in providing value-added services", "performing services at every hour of the night and day" were of great importance, but the performance of the company has been poor in relation to these criteria. In the operator of Irancell, there is not any satisfactory performance in relation to the factors of "offering awards and discounts on the use of services", and "calls price". |
