Purpose: The purpose of this paper is to develop a data envelopment analysis (DEA) technique that simultaneously measures efficiency and effectiveness to provide a comprehensive appraisal of the productivity. Additionally, an algorithm is recommended to determine targets that are used for measuring effectiveness. Design/methodology/approach: In this paper, for measuring productivity, a new methodology based on non-parametric mathematical DEA technique was presented. The proposed procedure is able to compute the efficiency input effectiveness, and output effectiveness, simultaneously. Findings: By comparing with previous models, the authors’ proposed integrated model generates more detailed results and has more discriminating power. Originality/value: To the best of the authors knowledge, there is not any study in which a non-parametric mathematical approach measures productivity through simultaneous combining of the effectiveness, including input effectiveness, and output effectiveness, and the efficiency.
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