Performance evaluation of Omni channel distribution network configurations using multi criteria decision making techniques

The Omni channel (OC) is an integrated fulfillment process of satisfying the demands from multiple channels such as a physical store, call center, mail, online and mobile applications with seamless customer experience. The growth of innovative technologies and mobile platforms attracts customers to...

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Bibliographic Details
Published in:Annals of operations research 2020-05, Vol.288 (1), p.435-456
Main Authors: Prabhuram, T., Rajmohan, M., Tan, Youchao, Robert Johnson, R.
Format: Article
Language:English
Subjects:
Analytic hierarchy process
Applications programs
Business and Management
Business networks (Social groups)
Call centers
Channels
Combinatorics
Configuration management
Customer satisfaction
Decision analysis
Decision making
Distribution channels
Evaluation
Hierarchies
Mobile computing
Multiple criteria decision making
Multiple criterion
Operations research
Operations Research/Decision Theory
Original Research
Performance evaluation
Sensitivity analysis
Stability analysis
Theory of Computation
Warehouses
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Summary:The Omni channel (OC) is an integrated fulfillment process of satisfying the demands from multiple channels such as a physical store, call center, mail, online and mobile applications with seamless customer experience. The growth of innovative technologies and mobile platforms attracts customers to online channels. The retail industries are facing a challenging task of managing the online demand along with traditional demand, which leads to the origin of the Omni channel. The objective of this study is to identify the four different distribution network configuration of OC and evaluating their performance using different multi-criteria decision making (MCDM) techniques such as analytical hierarchy process, fuzzy analytical hierarchy process and technique for order preference by similarity to ideal solution with respect to cost and service factors. The results obtained through different MCDM techniques show that integrated warehouse and transport—delivery from all Nodes configuration performs better than other configurations. A sensitivity analysis is performed to examine the stability of priority ranking. Also gap analysis is carried out to improve the level of certainty in decision making. This research article is the first of its kind, which applies the MCDM techniques for evaluating the performance of Omni channel distribution network configurations.
ISSN:0254-5330
1572-9338
DOI:10.1007/s10479-020-03533-8