AN INTEGRATED APPROACH FOR PRIORITIZING THE DEALERS ON THE BASIS OF ORGANIZATIONAL PERFORMANCE MEASUREMENTS

Yıl 2019, Cilt: 30 Sayı: 1, 49 - 62, 16.09.2019

Aylin Adem Gülsüm Alıcıoğlu Metin Dağdeviren

Öz

Large-scale
organizations using the dealership system to serve in different geographic
regions should measure and assess the performance of dealers according to
various indicators to ensure the same service quality and efficiency of all
dealers. These organizations need to evaluate the performance of the dealers by
considering these indicators, called organizational performance criteria. In
order to maintain the existence of the enterprises in a competitive business
environment, the ranking of the dealers in terms of the organizational
performance measurements and determining the unproductive ones to carry out
research for these cases is very important. In this study, a two-stage
integrated framework was used to solve the problem. In the first stage of the
study, the Fuzzy Analytic Hierarchy Process (FAHP) method was used to determine
the weight of organizational performance criteria. In the next stage, the
decision matrix was constructed by taking the dealers as an alternative. Using
the PROMETHEE method, that is based upon the pairwise superiority comparison
between the alternatives, dealers were ranked according to the performance
criteria. There is no accuracy in the organizational structures within the
framework of the choice criteria and the linguistic expression of some of the
choice criteria handled at the same time induce a more precise conclusion.
Thus, within this study, to employ fuzzy logic in weighting the criteria is
considered appropriate. The results were made more comprehensible thanks to
visualization tools of PROMETHEE method.

Anahtar Kelimeler

Organizational Performance, MCDM, Dealership System, Fuzzy Logic

ÖRGÜTSEL PERFORMANS ÖLÇÜTLERI BAZINDA BAYILERE ÖNCELIK VERILMESI İÇIN BÜTÜNLEŞIK BİR YAKLAŞIM

Öz

Farklı coğrafi bölgelerde hizmet vermek için
bayilik sistemini kullanan büyük ölçekli kuruluşlar, tüm bayilerinde aynı
hizmet kalitesini ve verimliliğini sağlamak için bayilerin performansını
çeşitli göstergelere göre ölçmeli ve değerlendirmelidir. Bu kuruluşların,
kurumsal performans kriterleri adı verilen bu göstergeleri dikkate alarak bayilerin
performansını değerlendirmeleri gerekir. İşletmelerin rekabetçi bir iş
ortamında varlığını sürdürebilmek için bayilerin örgütsel performans kriterlerine
göre sıralanması ve verimsiz olanların belirlenmesi çok önemlidir. Bu
çalışmada, bahsedilen sorunu çözmek için iki aşamalı bir bütünleşik yaklaşım
kullanılmıştır. Çalışmanın ilk aşamasında örgütsel performans kriterlerinin
ağırlığını belirlemek için Bulanık Analitik Hiyerarşi Süreci (FAHP) yöntemi
kullanılmıştır. Bir sonraki aşamada ise bayiiler alternatif olarak
değerlendirilmişir. Bayiler, alternatifler arasındaki ikili üstünlük
karşılaştırmasına dayanan PROMETHEE yöntemi kullanılarak performans
kriterlerine göre sıralanmıştır. Örgütsel yapılarda ele alınan seçim
kriterlerinin bazılarının dilsel ifadesi daha doğru bir sonuç
doğurabilmektedir. Bu nedenle, bu çalışmada ölçütlerin ağırlıklandırılmasında
bulanık mantık kullanılması uygun olarak kabul edilmektedir. PROMETHEE
yönteminin görselleştirme araçları sayesinde sonuçlar daha anlaşılır hale
geldiği için alternatiflerin sıralanmasında ise PROMETHEE yöntemi
kullanılmıştır.

Anahtar Kelimeler

organizasyonel performans, ÇKKV, Bayiilik Sistemi, Bulanık Mantık

Kaynakça

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