Designing a Hybrid Model Based on Data Envelopment Analysis and Multi-Criteria Customer Satisfaction Analysis for Evaluating Production Lines (Case Study: Kaveh Glass Industrial Group)
Keywords:
Customer satisfaction, evaluation of product lines, Data Envelopment Analysis, Multi-Criteria Analysis, Kaveh Glass Industrial GroupAbstract
Objective: This study aims to design and propose a hybrid model integrating Data Envelopment Analysis (DEA) and Multi-Criteria Customer Satisfaction Analysis (MUSA) to evaluate the efficiency of production lines at the Kaveh Glass Industrial Group.
Methodology: The research adopted an exploratory mixed-method design. In the qualitative phase, semi-structured interviews and the fuzzy Delphi method were used to identify and screen relevant indicators. In the quantitative phase, data were collected from 500 customer questionnaires across four product lines. The analysis employed fuzzy DEMATEL, fuzzy ANP, MUSA, and a three-stage DEA model, implemented using LINGO 11 software.
Findings: Results revealed that “price” with an effect coefficient of 0.369 was the most influential factor, while “loyalty” with a net effect coefficient of -0.81 was the most affected factor. “Price,” “service quality,” “customer relationship,” and “product quality” acted as causal drivers, whereas “customer complaints” and “loyalty” emerged as dependent outcomes. In terms of efficiency, the third stage achieved the highest efficiency (0.97914), while the second stage showed the lowest. The average customer satisfaction score was calculated at 0.89.
Conclusion: The proposed hybrid DEA/MUSA model demonstrated strong capability in evaluating both efficiency and customer satisfaction simultaneously. The findings highlight the critical role of price, service quality, and customer relationship in enhancing productivity and competitiveness of production lines. This model provides a practical framework for managerial decision-making in similar industrial contexts.
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Copyright (c) 2025 Maria Aliyari , Mahmoud Modiri, Kaveh Khalili-Damghani, Kiamars Fathi Hafshejani (Author)
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