ارزيابي نمايندگي‌هاي خدمات پس از فروش خودرو مبتني بر ارزش مشتري و با روش PROMETHEE

EVALUATION OF AUTHORIZED DEALERS IN AUTOMOTIVE AFTER SALES SERVICES COMPANIES BASED ON CUSTOMER VALUE USING PROMETHEE

امروزه شناسايي نمايندگي‌هاي پرارزش، به‌عنوان اصلي‌ترين كانال توزيع قطعات يدكي، براي سازمان‌هاي خدمات پس از فروش در راستاي تحقق استراتژي افزايش سهم بازار قطعات يدكي امري بسيار ضروري است. هدف از اين مطالعه توسعه‌ي يك مدل تصميم‌گيري به‌منظور ارزيابي و رتبه‌‌بندي نمايندگي‌هاي خدمات پس از فروش خودروست. به اين منظور معيارهاي اصلي براي ارزيابي سودآوري نمايندگي‌ها با توجه به مفاهيم ارزش مشتري ــ شامل ارزش فعلي، ارزش بالقوه و وفاداري ــ و با استفاده از نظر خبرگان تعيين شده‌اند. سپس با استفاده از روش تصميم‌گيري PROMETHEE مدلي براي ارزيابي و رتبه‌بندي نمايندگي‌ها ارايه شده است. براي نشان‌دادن كاراييِ مدل پيشنهادي، دسته‌يي از نمايندگي‌هاي شركت سايپايدك با استفاده از اين مدل ارزيابي و رتبه‌بندي شده است.

Today, there is a huge opportunity for after sales services companies to get more value by selling spare parts. To reach this ultimate goal, as well as to have more market share, the key issue is to distinguish between valuable and non-valuable authorized dealers as direct customers and main distribution channels of spare parts. Therefore, appropriate evaluation of these dealers is an important task for these companies. Here, we take an outranking approach for this evaluation. In order to rank a finite number of dealers, several criteria have to be defined. Hence, we are dealing with a multi criteria decision-making problem. The purpose of this paper is to develop a decision-making model for authorized dealer evaluation. In this regard, we determine suitable criteria based on the main concepts of customer value, namely; customer current value, customer potential value and customer loyalty. We run a survey to finalize the evaluation criteria, as well as to determine the weights of the criteria. Our respondents were relevant experts who worked in an after sales services company. We applied the PROMETHEE method as a multi criteria decision making model for ranking of the authorized dealers at Saipa Yadak, as a real case. The ranking results showed that the proposed ranking model of this study can be considered as an appropriate guideline to deal with authorized company dealers, in terms of discounts, prices and other terms of contracts between them.