Abstract
Purpose: The purpose of this paper is to propose a data envelopment analysis (DEA) method for customers' evaluation. Design/methodology/approach: This paper introduces a variable return to scale (VRS) cross-efficiency (one of the DEA models) to evaluate customers. This new model can consider ratio values and give a complete ranking of customers. Findings: It is found that the proposed model can evaluate customers in a multi criteria context; does not demand weights from the decision maker; and can consider both the ratio and absolute numbers. An aggressive form of the VRS model is formulated to evaluate the peer-appraisal value of customers instead of self-appraisal. Originality/value: To the best of the authors' knowledge, there is no reference that uses cross-efficiency model with the ratio values for customers' evaluation.
Original language | English |
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Pages (from-to) | 577-588 |
Number of pages | 12 |
Journal | Journal of Business and Industrial Marketing |
Volume | 28 |
Issue number | 7 |
DOIs | |
Publication status | Published - 2013 |
Keywords
- Cross-efficiency
- Customer information
- Customer ranking
- Customers
- Data envelopment analysis
- Ratio values
- Value analysis
ASJC Scopus subject areas
- Business and International Management
- Marketing