Interpretive structural modeling of independent variables to change consumers' attitudes to improve rail industry management based on influence-dependence analysis

Rail transportation is an industry that has a significant impact on the economy of any country by expanding economic activities, increasing national production, and improving and developing the infrastructure of the rail industry. And on this basis, the importance of knowing the railway industry for more industrial development and competition with advanced countries has forced us to learn about the attitudes, social behaviors and personality of people by knowing the consumer's attitude, in order to use appropriate strategies to reduce the cognitive dissonance and also change the attitude. Consumers benefited from rail transportation and increased the capacity of this industry. The research method is of a mixed type in the qualitative research, a theoretical model was reached by doing the coding method using the thematic method, and then the perceptual and mental map of the experts was drawn based on the fuzzy cognitive mapping, and then the fuzzy Dimetal method was used to determine the relationships and how the factors affect each other and from The method of network analysis process is used for prioritization by considering the internal relationship specified by the fuzzy Dimetal method between dimensions. Then, in order to identify the strength and direction of relationships, the ISM technique was used, and in the next step, the internal and external models were evaluated using the PLS-SEM technique, based on which 6 comprehensive themes including consumer attitudes, transportation conditions Responding to customers, organizational factors, environmental factors and creating a positive attitude has been approved.