Unleashing Competitive Potential: An Intuitive Fuzzy Logic Approach for Assessing Securities Firm Performance

Wichai  Witayakiattilerd; Sirinya  Siriapichart; Janeakson  Buakaew; Pattaraporn  Sajchavisate

Authors

Wichai Witayakiattilerd Department of Mathematics and Statistics, Faculty of Science and Technology, Thammasat University, Pathum Thani, Thailand
Sirinya Siriapichart Department of Mathematics and Statistics, Faculty of Science and Technology, Thammasat University, Pathum Thani, Thailand
Janeakson Buakaew Department of Mathematics and Statistics, Faculty of Science and Technology, Thammasat University, Pathum Thani, Thailand
Pattaraporn Sajchavisate Department of Mathematics and Statistics, Faculty of Science and Technology, Thammasat University, Pathum Thani, Thailand

Keywords:

Competitive advantage value, product design, commission fees, return on assets, return on equity, fuzzy logic, Stock Exchange of Thailand

Abstract

This study presents a mathematical model designed to assess the competitive advantage of securities firms by analyzing eight key factors: service quality, product introduction, product design tailored to user needs, commission fees with and without investment advisors, organizational structure, return on assets (ROA), and return on equity (ROE). Utilizing fuzzy logic and a weighted average approach, the model calculates an overall competitive advantage score for each firm, facilitating a ranking system that highlights the firms with the highest competitive potential. This ranking system not only reflects a firm’s strategic and operational strengths but also aligns with external benchmarks from prominent financial websites, offering a comprehensive view of market positioning. The study’s
conclusions emphasize the model’s utility in guiding firms to enhance their strategic planning and improve service offerings, while also serving as a valuable tool for investors and policymakers to understand the competitive landscape within Thailand’s securities sector. By providing insights into areas of potential growth and market opportunities, this research aids firms in refining their competitive strategies and bolstering their market presence.

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