THE APPLICATION OF NEURAL NETWORK TO EVALUATE BUYER-SELLER RELATIONSHIPS

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HOSSIEN ALI SHIRAZI M.A.

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Journal: MANAGEMENT KNOWLEDGE Year:2006 | Volume:19 | Issue:73 Page(s): 41-56

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Title

THE APPLICATION OF NEURAL NETWORK TO EVALUATE BUYER-SELLER RELATIONSHIPS

Author(s)

HOSSIEN ALI SHIRAZI M.A. | Issue Writer Certificate

Keywords

BUYER SELLER RELATIONSHIPSQ3

EVALUATION OF BUYERQ3

NEURAL NETWORKSQ3

SELLER RELATIONSHIPQ3

Abstract

Conceptual arguments favoring a relational rather than a transactional approach to the study of buyer- SELLER RELATIONSHIPs are now well understood. However, attempts to quantify the factors contributing towards relationship quality have been held back by the complexity of the underlying factors and their interrelatedness. Traditional regression techniques are not effective in analyzing data with high levels of multi- collinearity and missing information, typical in many studies of buyer behavior. The Neural Network technique uses a statistically-based learning procedure modeled on the workings of the human brain which quantifies the relationship between input and output variables through an intermediate hidden variable level analogous to the brain. For this study, a neural network was developed with two outcome components of relationship quality: Relationship satisfaction and trust. And five input antecedents. In a comparison of multiple regression and neural network techniques, the latter was found to give statistically more significant outcomes. New applications within marketing for neural network analysis are being found.

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APA: Copy

HOSSIEN ALI SHIRAZI, M.A.. (2006). THE APPLICATION OF NEURAL NETWORK TO EVALUATE BUYER-SELLER RELATIONSHIPS. MANAGEMENT KNOWLEDGE, 19(73), 41-56. SID. https://sid.ir/paper/88141/en

Vancouver: Copy

HOSSIEN ALI SHIRAZI M.A.. THE APPLICATION OF NEURAL NETWORK TO EVALUATE BUYER-SELLER RELATIONSHIPS. MANAGEMENT KNOWLEDGE[Internet]. 2006;19(73):41-56. Available from: https://sid.ir/paper/88141/en

IEEE: Copy

M.A. HOSSIEN ALI SHIRAZI, “THE APPLICATION OF NEURAL NETWORK TO EVALUATE BUYER-SELLER RELATIONSHIPS,” MANAGEMENT KNOWLEDGE, vol. 19, no. 73, pp. 41–56, 2006, [Online]. Available: https://sid.ir/paper/88141/en

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