نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت اجرایی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.

2 گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.

3 گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه بوعلی سینا، همدان، ایران.

چکیده

هدف: امروزه، با توسعه تجارت الکترونیک، جامعه در حال تجربه یک انقلاب کسب و کار است. تجارت الکترونیک به تدریج مورد پذیرش بیشتر قرار گرفته و نحوه زندگی افراد را تغییر داده است. هدف اصلی از این پژوهش، ارزیابی متوازن برندهای فروشگاهی آنلاین ایرانی کسب و کار با مشتری (B2C) با رویکرد آمیخته کارت امتیازی متوازن و تکنیک‌های تصمیم گیری چندشاخصه (فرآیند تحلیل شبکه‌ای و واسپاس فازی) است.
روش‌شناسی پژوهش: پژوهش پیش‌روبه لحاظ هدف از نوع کاربردی، از نظر روش از نوع توصیفی و از نظر روش تحلیل داده‌ها از نوع کمی- مدلسازی ریاضی می‏باشد. جامعه آماری این پژوهش را صاحبان کسب و کارهای آنلاین در شهر رشت تشکیل می‌دهند.
یافته ها: پس از مرور مبانی نظری و شناسایی شاخص‌های ارزیابی فروشگاه‌های آنلاین، این شاخص‌ها بر مبنای منظرهای چهارگانه BSC طبقه‌بندی گردیدند. در ادامه اهمیت شاخص‌ها با استفاده از تکنیک فرآیند تحلیل شبکه‌ای فازی تعیین گردید که در میان آن‌ها مدیریت عملیات (15848/0)، فروش (14957/0)، سهم بازار (13710/0)، رضایت مشتری (12409/0) و ارتباط با مشتری (11527/0) به ترتیب دارای بالاترین اهمیت می‌باشند. نهایتاً، بر پایه نتایج ارزیابی 10 فروشگاه آنلاین ایرانی توسط تکنیک واسپاس فازی، فروشگاه‌های دیجی کالا، دیجی استایل و چاره در رتبه‌های اول تا سوم قرار گرفتند.
اصالت/ارزش افزوده علمی: در این پژوهش به ارزیابی و رتبه‌بندی برندهای فروشگاهی آنلاین B2C با رویکردآمیخته فرآیند تحلیل شبکه‌ای فازی و واسپاس فازی پرداخته شد و بر اساس نتایج پژوهش، پیشنهادهای اجرایی و پژوهشی ارائه گردید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Balanced performance evaluation of B2C online stores with using a hybrid fuzzy ANP and fuzzy WASPAS approach

نویسندگان [English]

  • Seyedeh Arefeh Mousavi Arab 1
  • Mahdi Homayounfar 2
  • Mehdi Ajalli 3

1 Department of Execute Management, Faculty of Managemen and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.

2 Department of Industrial Management, Faculty of Managemen and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran.

3 Department of Management, Faculty of Managemen and Accounting, Bu-Ali Sina University, Hamedan, Iran.

چکیده [English]

Purpose: Today, with the development of e-commerce, society is experiencing a business revolution. E-commerce gradually has been accepted more and more and changed people’s lives. The aim of this research is to determine to the critical performance criteria in balanced evaluation of Iranian online B2C business stores using a hybrid Balanced Scorecard (BSC) and multi criteria decision making (Fuzzy ANP and Fuzzy WASPAS) approach.
Methodology: Considering research objective, it’s an applied research, regarding method it’s descriptive and based on analysis method, it’s a quantitative- mathematical modeling study. The statistical population of this study includes owners of online businesses in Rasht city.
Findings: After reviewing the literature and identifying online stores’ evaluation criteria, these criteria were classified based on the four perspectives of BSC. Next, the importance of the criteria was determined using the Fuzzy Analytical Network Process (ANP) technique, among which operation management (0.15848), sales (0.14957), market share (0.13710), customer satisfaction (0.12409) and customer relationship management (0.10527) are the most important criteria, respectively. Finally, based on the results of evaluating 10 Iranian online stores using Fuzzy WASPAS technique, Digi Kala, Digi Style, and Chareh stores were ranked first to third.
Originality/Value: In this research, B2C online store brands were evaluated and ranked with a mixed approach of FANP and FWASPAS and based on the research results, executive and research proposals were presented. 

کلیدواژه‌ها [English]

  • Online store
  • Fuzzy logic
  • Balanced scorecard
  • Analytical Network Process (ANP)
  • WASPAS
Agrawal, S., Singh, R. K., & Murtaza, Q. (2016). Outsourcing decisions in reverse logistics: sustainable balanced scorecard and graph theoretic approach. Resources, conservation and recycling108, 41-53.
Avkiran, N. K. (2011). Association of DEA super-efficiency estimates with financial ratios: investigating the case for Chinese banks. Omega39(3), 323-334.
Benazir, A., Alizadeh, M., & Al-Wadari, H. (2018). Reviwing and evaluation of organizational performance using a mixed model of balanced scorecard model and organizational excellence model (case study of Iran Khodro Sales Organization). Fifth national conference on applied research in management and accounting. Tehran, Iran. (In Persian). https://civilica.com/doc/784571/
Bhagwat, R., & Sharma, M. K. (2007). Performance measurement of supply chain management: a balanced scorecard approach. Computers & industrial engineering53(1), 43-62.
Bigzadeh, N., & Sobhanollahi, M. A. (2016). Analysis of basic performance indicators in Iranian B2C business sites using balanced performance evaluation. 13th international conference on industrial engineering (pp. 1-9). Tehran, Iran. (In Persian). https://civilica.com/doc/648507/
Bigzadeh, N., Chaharsooqi, S. K. &, Sajedinejad, A. (2013). Presentation of BSC-DEMATEL integrated model for analysis of basic performance indicators in e-commerce: a case study of Iranian business sites. 10th international conference on industrial engineerin (pp.1-7). Tehran, Iran. (In Persian). https://civilica.com/doc/284045/
Chandra, P. (2011). Financial management. Tata McGraw-Hill Education.
Chen, T. Y., Chen, C. B., & Peng, S. Y. (2008). Firm operation performance analysis using data envelopment analysis and balanced scorecard: a case study of a credit cooperative bank. International journal of productivity and performance management, 57(7), 523-539.
Chiu, W. Y., Tzeng, G. H., & Li, H. L. (2013). A new hybrid MCDM model combining DANP with VIKOR to improve e-store business. Knowledge-based systems37, 48-61.
Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2017). Balanced scorecard based performance measurement of European airlines using a hybrid multicriteria decision making approach under the fuzzy environment. Journal of air transport management63, 17-33.
Eliassy, M., & Moghimi Shahri, B. (2016). Identify key performance indicators in e-commerce and internet marketing. The second national conference on key topics in management and accounting sciences (pp. 1-13). Gorgan, Iran. (In Persian). https://civilica.com/doc/509981/
Fazelli Veisari, E., Taghipourian, M. J., Tavoli, R., & Ghanbarzade, Gh. (2020). Optimization of viral marketing in online businesses using genetic algorithm based decision tree. Journal of decisions and operations research, 5(2), 167-187. (In Persian). DOI: 10.22105/dmor.2020.240196.1186
Halkos, G. E., & Salamouris, D. S. (2004). Efficiency measurement of the Greek commercial banks with the use of financial ratios: a data envelopment analysis approach. Management accounting research15(2), 201-224.
Homayounfar, M., Amirteimoori, A. R. (2019). Balanced evaluation of suppliers performance by applying a hybrid DEMATEL-DEA approach in presence of undesirable factors. Journal of new researches in mathematics, 5(18), 31-48. (In Persian). https://jnrm.srbiau.ac.ir/article_14279.html?lang=fa
Hong, W. (2017). The Balanced Scorecard Study on the Corporate Social Responsibility of Electronic Commerce. In Modern organisational governance (pp. 161-185). Emerald Publishing Limited. https://doi.org/10.1108/S2043-052320170000012008
Hudák, M., Kianičková, E., & Madleňák, R. (2017). The importance of e-mail marketing in e-commerce. Procedia engineering192, 342-347.
Iranian Students News Agency (ISNA). (2021). Revive the management organization with the arrival of specialized forces. (In Persian). Retrieved June 18, 2013, from https://www.isna.ir/news/92032817143/
Kang, D., Jang, W., & Park, Y. (2016). Evaluation of e-commerce websites using fuzzy hierarchical TOPSIS based on ES-QUAL. Applied soft computing42, 53-65.
Kaplan, R. S. (2009). Conceptual foundations of the balanced scorecard. Handbooks of management accounting research3, 1253-1269. https://doi.org/10.1016/S1751-3243(07)03003-9
Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard measures that drive performance. Harvard business review, 70(1), 71‐79. https://www.academia.edu/download/54588379/Kaplan_Nortonbalanced_scorecard.pdf
Kayedppour, F., Sayadmanesh, Sh., Salmani, Y., & Sadeghi, Z. (2021). Measuring the efficiency and productivity of cement companies in tehran stock exchange by Data envelopment analysis and malmquist productivity index in gray environment. Innovation management and operational strategies, 1(4), 363-382. (In Persian). https://www.sid.ir/en/Journal/ViewPaper.aspx?ID=816269
Kim, Y. H., & Kim, M. (2010). A new approach for assessment and comparison of websites: Using the modified balanced scorecard and analytical hierarchy process. Journal of hospitality marketing & management19(6), 676-695.
Lee, W. S., Huang, A. Y., Chang, Y. Y., & Cheng, C. M. (2011). Analysis of decision making factors for equity investment by DEMATEL and Analytic Network Process. Expert systems with applications38(7), 8375-8383.
Lin, M. I., Lee, Y. D., & Ho, T. N. (2011). Applying integrated DEA/AHP to evaluate the economic performance of local governments in China. European journal of operational research209(2), 129-140.
Mirsaeedi, F., koosha, H. R, & Ghodoosi, M. (2021). Evaluation of data mining algorithms on educational data using multi-criteria decision-making methods. Journal of decisions and operations research, 6(1), 41-55. (In Persian). DOI: 10.22105/dmor.2021.239599.1182
Neely, A., Gregory, M., & Platts, K. (1995). Performance measurement system design: a literature review and research agenda. International journal of operations & production management, 15(4), 80-116.
Park, S., Lee, H., & Chae, S. W. (2017). Rethinking Balanced Scorecard (BSC) measures: formative versus reflective measurement models. International journal of productivity and performance management, 66(1), 92 –110.
Qiu, X. (2020, April). Application of Balanced scorecard in e-commerce enterprise performance management–taking Alibaba group as an example. 3rd International conference on advances in management science and engineering (IC-AMSE 2020) (pp. 37-41). Atlantis Press. https://doi.org/10.2991/aebmr.k.200402.006
Sen, D., Bingol, S., & Vayvay, O. (2017). Strategic enterprise management for innovative companies: the last decade of the balanced scorecard. International journal of Asian social science7(1), 97-109.
Shafiee, M., Momeni, M., & Kochakzadeh Dezfoli, M. (2018). Sustainable balance score card for assessment of management systems with focus on DEMATEL-FANP approach (a case study of gas companies in Fars). The journal of productivity management, 12(1(44)), 123-156. (In Persian). http://jpm.iaut.ac.ir/article_539622.html?lang=en
Sherman, H. D., & Ladino, G. (1995). Managing bank productivity using data envelopment analysis (DEA). Interfaces25(2), 60-73.
Song, W., Xu, Z., & Liu, H. C. (2017). Developing sustainable supplier selection criteria for solar air-conditioner manufacturer: An integrated approach. Renewable and sustainable energy reviews79, 1461-1471.
Turskis, Z., Zavadskas, E. K., Antucheviciene, J., & Kosareva, N. (2015). A hybrid model based on fuzzy AHP and fuzzy WASPAS for construction site selection. International journal of computers communications & control10(6), 113-128.
Yalcin, N., Bayrakdaroglu, A., & Kahraman, C. (2012). Application of fuzzy multi-criteria decision making methods for financial performance evaluation of Turkish manufacturing industries. Expert systems with applications39(1), 350-364.
Yousefi, Sh., Fahimi, M., Mohammadi Zanjirani, D., & Abdollahzadeh, A. A. (2014). Investigating the performance of Bank Mellat branches with DEA / AHP combined technique (case study: Bank Mellat branches in Bushehr province). Operations research in its applications (applied mathematics), 11(3), 109-113. (In Persian). http://jamlu.liau.ac.ir/article-1-927-fa.html
Yu, P., & Lee, J. H. (2013). A hybrid approach using two-level SOM and combined AHP rating and AHP/DEA-AR method for selecting optimal promising emerging technology. Expert systems with applications40(1), 300-314.
Zavadskas, E. K., Turskis, Z., Antucheviciene, J., & Zakarevicius, A. (2012). Optimization of weighted aggregated sum product assessment. Elektronika ir elektrotechnika122(6), 3-6