Identifying and investigating the cause-effect relationships of the criteria affecting the sales price in Omni-Chanel distribution network using the DEMETAL
Subject Areas :
Industrial Management
Mehrdad Bahremand
1
,
Roya Soltani
2
,
Rasoul Karimi
3
1 - Department of Industrial Engineering, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Assistant professor, Department of Industrial Engineering, KHATAM University, Tehran, Iran
3 - Department of Industrial Engineering, Nowshahr Branch, Islamic Azad University, Nowshahr, Iran
Received: 2022-09-27
Accepted : 2023-01-23
Published : 2023-02-20
Keywords:
Omni-channel,
DEMATEL,
sales price,
cause-effect relationship,
Abstract :
Omni-channel is a cross-channel business model that companies use to increase and improve customer relationships. Companies that use Omni-channel believe that the customer's value is the ability to continuously contact the company in multiple ways at the same time (multiple communication channels at the same time and with the same information). In Omni-Channel, all customer behaviors are fully predicted and supported in all communication channels and contact points, so that if during the purchase process, the customer changes direction from one communication channel to another, there will be no impact or deficiency in the result of his purchase. In this research, we are investigating the cause-effect relationship of the criteria affecting the sales price in the Omni-Chanel distribution network using the DEMATEL method. Therefore, by using DEMETAL's method, the criteria affecting the causal relationships are carried out so that, in addition to the long-term planning process, it has the ability to deal with future uncertainties. The results showed that the most important effective factor in the pricing process in the safe distribution of the channel can be pointed to the product inventory factor. Also, the distribution capacity factor has a significant impact on the pricing in the Omni-Channel distribution system.
References:
Chen, X., Wu, S., Wang, X., & Li, D. (2018). Optimal pricing strategy for the perishable food supply chain. International Journal of Production Research, 1-14.
Chun, S. H., & Park, S. Y. (2019). Hybrid marketing channel strategies of a manufacturer in a supply chain: game theoretical and numerical approaches. Information Technology and Management, 1-16.
Du, S., Wang, L., & Hu, L. (2019). Omnichannel management with consumer disappointment aversion. International Journal of Production Economics, 215, 84-101.
Ettl, M. R., Harsha, P., & Subramanian, S. (2015). S. Patent Application No. 14/289,123.
Gawor, T., & Hoberg, K. (2019). Customers’ valuation of time and convenience in e-fulfillment. International Journal of Physical Distribution & Logistics Management, 49(1), 75-98.
Gong, Y., & Hao, Y. (2018, August). The Construction of Rebate Network Channel in the Transformation and Upgrading of Entity Retailers. In 2018 8th International Conference on Logistics, Informatics and Service Sciences (LISS)(pp. 1-5). IEEE.
Hajikhani, A., Khalilzadeh, M., & Sadjadi, S. J. (2018). A fuzzy multi-objective multi-product supplier selection and order allocation problem in supply chain under coverage and price considerations: An urban agricultural case study. Scientia Iranica, 25(1), 431-449.
Harsha, P., Subramanian, S., & Uichanco, J. (2019). Dynamic Pricing of Omnichannel Inventories: Honorable Mention—2017 M&SOM Practice-Based Research Competition. Manufacturing & Service Operations Management, 21(1), 47-65.
Jiang, Y., Liu, L., & Lim, A. (2020). Optimal pricing decisions for an omni‐channel supply chain with retail service. International Transactions in Operational Research.
Kembro, J. H., Norrman, A., & Eriksson, E. (2018). Adapting warehouse operations and design to Omni-channel logistics: a literature review and research agenda. International Journal of Physical Distribution & Logistics Management, 48(9), 890-912.
Kienzler, M., & Kowalkowski, C. (2017). Pricing strategy: A review of 22 years of marketing research. Journal of Business Research, 78, 101-110.
Lei, Y. M., Jasin, S., Uichanco, J., & Vakhutinsky, A. (2018). Randomized product display (ranking), pricing, and order fulfillment for e-commerce retailers. Stefanus and Uichanco, Joline and Vakhutinsky, Andrew, Randomized Product Display (Ranking), Pricing, and Order Fulfillment for E-commerce Retailers (November 9, 2018).
Lei, Y., Jasin, S., & Sinha, A. (2018). Joint dynamic pricing and order fulfillment for e-commerce retailers. Manufacturing & Service Operations Management, 20(2), 269-284.
Li, Y., & Mathiyazhagan, K. (2018). Application of DEMATEL approach to identify the influential indicators towards sustainable supply chain adoption in the auto components manufacturing sector. Journal of cleaner production, 172, 2931-2941.
Liu, J., & Xu, Q. (2020). Joint Decision on Pricing and Ordering for Omnichannel BOPS Retailers: Considering Online Returns. Sustainability, 12(4), 1539.
Modak, N. M., & Kelle, P. (2019). Managing a dual-channel supply chain under price and delivery-time dependent stochastic demand. European Journal of Operational Research, 272(1), 147-161.
Quezada, L. E., López-Ospina, H. A., Palominos, P. I., & Oddershede, A. M. (2018). Identifying causal relationships in strategy maps using ANP and DEMATEL. Computers & Industrial Engineering, 118, 170-179.
Saha, S., Modak, N. M., Panda, S., & Sana, S. S. (2018). Managing a retailer’s dual-channel supply chain underprice-and delivery time-sensitive demand. Journal of Modelling in Management, 13(2), 351-374.
Simon, H., & Fassnacht, M. (2019). Price Management for Consumer Goods. In Price Management(pp. 389-416). Springer, Cham.
Taleizadeh, A. A., Akhavizadegan, F., & Ansarifar, J. (2019). Pricing and quality level decisions of substitutable products in online and traditional selling channels: game-theoretical approaches. International Transactions in Operational Research, 26(5), 1718-1751.
Wu, J., Zhao, C., Yan, X., & Wang, L. (2020). An Integrated Randomized Pricing Strategy for Omni-channel Retailing. International Journal of Electronic Commerce, 24(3), 391-418.
Zhu, X., Mukhopadhyay, S. K., & Yue, X. (2016). Mixed channels for apparel sales. In Analytical modeling research in fashion business(pp. 79-100). Springer, Singapore.
Zhuang, H., Leszczyc, P. T. P., & Lin, Y. (2018). Why is price dispersion higher online than offline? The impact of retailer type and shopping risk on price dispersion. Journal of Retailing, 94(2), 136-153.
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Chen, X., Wu, S., Wang, X., & Li, D. (2018). Optimal pricing strategy for the perishable food supply chain. International Journal of Production Research, 1-14.
Chun, S. H., & Park, S. Y. (2019). Hybrid marketing channel strategies of a manufacturer in a supply chain: game theoretical and numerical approaches. Information Technology and Management, 1-16.
Du, S., Wang, L., & Hu, L. (2019). Omnichannel management with consumer disappointment aversion. International Journal of Production Economics, 215, 84-101.
Ettl, M. R., Harsha, P., & Subramanian, S. (2015). S. Patent Application No. 14/289,123.
Gawor, T., & Hoberg, K. (2019). Customers’ valuation of time and convenience in e-fulfillment. International Journal of Physical Distribution & Logistics Management, 49(1), 75-98.
Gong, Y., & Hao, Y. (2018, August). The Construction of Rebate Network Channel in the Transformation and Upgrading of Entity Retailers. In 2018 8th International Conference on Logistics, Informatics and Service Sciences (LISS)(pp. 1-5). IEEE.
Hajikhani, A., Khalilzadeh, M., & Sadjadi, S. J. (2018). A fuzzy multi-objective multi-product supplier selection and order allocation problem in supply chain under coverage and price considerations: An urban agricultural case study. Scientia Iranica, 25(1), 431-449.
Harsha, P., Subramanian, S., & Uichanco, J. (2019). Dynamic Pricing of Omnichannel Inventories: Honorable Mention—2017 M&SOM Practice-Based Research Competition. Manufacturing & Service Operations Management, 21(1), 47-65.
Jiang, Y., Liu, L., & Lim, A. (2020). Optimal pricing decisions for an omni‐channel supply chain with retail service. International Transactions in Operational Research.
Kembro, J. H., Norrman, A., & Eriksson, E. (2018). Adapting warehouse operations and design to Omni-channel logistics: a literature review and research agenda. International Journal of Physical Distribution & Logistics Management, 48(9), 890-912.
Kienzler, M., & Kowalkowski, C. (2017). Pricing strategy: A review of 22 years of marketing research. Journal of Business Research, 78, 101-110.
Lei, Y. M., Jasin, S., Uichanco, J., & Vakhutinsky, A. (2018). Randomized product display (ranking), pricing, and order fulfillment for e-commerce retailers. Stefanus and Uichanco, Joline and Vakhutinsky, Andrew, Randomized Product Display (Ranking), Pricing, and Order Fulfillment for E-commerce Retailers (November 9, 2018).
Lei, Y., Jasin, S., & Sinha, A. (2018). Joint dynamic pricing and order fulfillment for e-commerce retailers. Manufacturing & Service Operations Management, 20(2), 269-284.
Li, Y., & Mathiyazhagan, K. (2018). Application of DEMATEL approach to identify the influential indicators towards sustainable supply chain adoption in the auto components manufacturing sector. Journal of cleaner production, 172, 2931-2941.
Liu, J., & Xu, Q. (2020). Joint Decision on Pricing and Ordering for Omnichannel BOPS Retailers: Considering Online Returns. Sustainability, 12(4), 1539.
Modak, N. M., & Kelle, P. (2019). Managing a dual-channel supply chain under price and delivery-time dependent stochastic demand. European Journal of Operational Research, 272(1), 147-161.
Quezada, L. E., López-Ospina, H. A., Palominos, P. I., & Oddershede, A. M. (2018). Identifying causal relationships in strategy maps using ANP and DEMATEL. Computers & Industrial Engineering, 118, 170-179.
Saha, S., Modak, N. M., Panda, S., & Sana, S. S. (2018). Managing a retailer’s dual-channel supply chain underprice-and delivery time-sensitive demand. Journal of Modelling in Management, 13(2), 351-374.
Simon, H., & Fassnacht, M. (2019). Price Management for Consumer Goods. In Price Management(pp. 389-416). Springer, Cham.
Taleizadeh, A. A., Akhavizadegan, F., & Ansarifar, J. (2019). Pricing and quality level decisions of substitutable products in online and traditional selling channels: game-theoretical approaches. International Transactions in Operational Research, 26(5), 1718-1751.
Wu, J., Zhao, C., Yan, X., & Wang, L. (2020). An Integrated Randomized Pricing Strategy for Omni-channel Retailing. International Journal of Electronic Commerce, 24(3), 391-418.
Zhu, X., Mukhopadhyay, S. K., & Yue, X. (2016). Mixed channels for apparel sales. In Analytical modeling research in fashion business(pp. 79-100). Springer, Singapore.
Zhuang, H., Leszczyc, P. T. P., & Lin, Y. (2018). Why is price dispersion higher online than offline? The impact of retailer type and shopping risk on price dispersion. Journal of Retailing, 94(2), 136-153.
