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A Hybrid Method to Measure the Operational Performance of Fast Food Chain Stores

Author

Listed:
  • Tien-Hsiang Chang

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung (824), Taiwan, ROC)

  • Ling-Jing Kao

    (Department of Business Management, National Taipei University of Technology, Taipei, Taiwan, ROC)

  • Tsung-Yin Ou

    (Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, Kaohsiung (824), Taiwan, ROC)

  • Hsin-Pin Fu

    (Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology, Kaohsiung (824), Taiwan, ROC)

Abstract

It is known that Data Envelopment Analysis (DEA) does not perform full ranking because DEA only classifies all of the efficient units as one in the Pareto sense. In this research, a hybrid approach, VFAD, that integrates the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) methodology with Fuzzy Analytic Hierarchy Process (FAHP) and DEA is proposed to overcome this problem. Data collected from 50 fast food chain stores in Taipei City was used to verify the performance of the proposed VFAD approach. The result shows that the rank order of overall efficiency (OE) estimated by the DEA method alone and by VFAD approach are strongly and positively correlated. Moreover, the proposed VFAD method can fully rank the alternatives with multiple inputs and outputs. Thus, our empirical results conclude that some chain stores with equal efficiency in the Pareto sense can be more successfully ranked by our new ranking mechanism. Our proposed VFAD approach results in better performance in full ranking than the DEA method alone.

Suggested Citation

  • Tien-Hsiang Chang & Ling-Jing Kao & Tsung-Yin Ou & Hsin-Pin Fu, 2018. "A Hybrid Method to Measure the Operational Performance of Fast Food Chain Stores," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 17(04), pages 1269-1298, July.
    • Handle: RePEc:wsi:ijitdm:v:17:y:2018:i:04:n:s021962201850027x
    DOI: 10.1142/S021962201850027X
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