Performance evaluation and ranking of direct sales stores using BSC approach and fuzzy multiple attribute decision-making methods

Abstract

In an environment where markets go through a volatile process, and rapid fundamental changes occur due to technological advances, it is important to ensure and maintain a good performance measurement. Organizations, in their performance evaluation, should consider different types of financial and non-financial indicators. In systems like direct sales stores in which decision units have multiple inputs and outputs, all criteria influencing on performance must be combined and examined in a system, simultaneously. The purpose of this study is to evaluate the performance of different products through direct sales of a firm named Shirin Asal with a combination of Balanced Scorecard, fuzzy AHP and TOPSIS so that the weaknesses of subjectivity and selective consideration of evaluators in evaluating the performance indicators are reduced and evaluation integration is provided by considering the contribution of each indicator and each indicator group of balanced scorecard. The research method of this case study is applied. The data collection method is a questionnaire from the previous studies, the use of experts' opinions and the study of documents in the organization. MATLAB and SPSS were used to analyze the data. During this study, the customer and financial perspectives are of the utmost importance to assess the company branches. Among the sub-criteria, the rate of new customer acquisition in the customer dimension and the net income to sales ratio in financial dimension are of the utmost importance.

Keywords

• Performance evaluation
• Balanced scorecard
• Fuzzy analytical hierarchy process
• TOPSIS technique