Identifying and Ranking the Factors Affecting the Brand Experience of Public Organizations (A Case Study of Social Security Organization)

This paper investigates the factors influencing the brand experience of public organizations, focusing on the Social Security Organization (SSO). Employing Multi-Criteria Decision Making (MCDM) methods, specifically the Analytical Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), this study identifies and ranks the key factors affecting brand experience. The findings offer valuable insights for policymakers and managers in public organizations to enhance their brand experience effectively.