Applying data envelopment analysis and multi-criteria analysis of customer satisfaction to evaluate processed products

Document Type : Research Paper

Authors

• Maria Aliari ¹
• mahmoud modiri ²
• Kaveh Khalili Damghani ¹
• Kiamarth Fathi Hefeshjani ¹

¹ Department of Management, Tehran South Branch, Islamic Azad University, Tehran, Iran

² Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

10.30495/jae.2024.33436.2440

Abstract

Introduction: With an annual turnover of more than 1 trillion dollars, about 1% of the total gross domestic product, the agricultural sector is one of the most important industries in the world, but it is one of the weakest in terms of product satisfaction. This research is of mixed type (qualitative/quantitative) and is based on the objective of exploratory type. In the qualitative part, in-depth and semi-structured interviews with academic elites and experts in various fields based on the combined methods of Delphi and multi-criteria sampling were used in statistical software. After collecting data related to the questionnaire completed by 500 customers in 4 types of processed agricultural products, the MUSA model has been implemented using LINGO 11 software.

Findings: it shows that, among the main factors, "price" is the most influential factor with an impact value of 0.369, and "loyalty" is the most influential factor with a net impact value equal to -0.81. we suggest using the mathematical models along with traditional techniques in future studies.

Keywords

• Customer satisfaction
• agricultural processed products
• data coverage analysis
• multi-criteria analysis

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