The distribution strategy selection for an e-tailer using a hybrid DANP VIKOR MCDM model

Purpose: The purpose of this paper is to apply a multi-criteria decision-making (MCDM) framework to evaluate distribution strategies for an e-tailer. An application of MCDM method, the hybrid DANP–VIseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) model, is used for e-tailers’ distribution strategy evaluation. The choice of distribution strategies under various dimensions is evaluated. Design/methodology/approach: The authors used a hybrid MCDM model to solve the decision-making framework, which combines Decision-Making Trial and Evaluation Laboratory (DEMATEL), DEMATEL-based analytic network process and VIKOR method. Data were collected from the experts (e-tail manager, logistics manager, operations manager and distribution center (DC) manager) using two questionnaires, first for the influential relationship among the criteria and dimensions and second for a performance rating of each alternative (distribution strategies) against each criterion. Findings: DANP with VIKOR method prioritizes the distribution strategies in the following order: DC shipment, drop shipment, click and collect, store shipment and click and reserve. Performance gap was calculated based on the VIKOR method to provide distribution strategies to an e-tailer under different situations. The authors infer that in developing country, product characteristics and transportation have a major influence on deciding the distribution strategy. Practical implications: Decision-making framework will provide e-tail mangers a knowledge-based understanding to select the distribution strategy under the different situations related to the performance, product, e-tailer and external characteristics for smooth order fulfillment process. The insights developed by this research provide a framework for rational decision making in distribution strategy selection in e-business. Originality/value: This is the first kind of a study which offers a decision framework for e-tail managers on how to choose distribution strategies under different situations which are related to the performance, product, e-tailer and external characteristics.