A hybrid multi criteria decision-making framework to facilitate omnichannel adoption in logistics: an empirical case study

The study aims to propose a decision-making framework for prioritising solutions to overcome barriers to omnichannel adoption in logistics. An empirical case study has been carried out to assess the practicality and validity of this framework in the actual environment. The decision-making framework embraces an integrated approach comprising of fuzzy Delphi Method (FDM), fuzzy Analytic Hierarchy Process (FAHP) and fuzzy VlseKriterijumska Optimizacija I Kompromisno Resenje (FVIKOR) for capturing human thinking and subjectivity for doing evaluation and prioritisation of solutions. The proposed framework has been evaluated in an Indian apparel firm. The results suggest that the proposed framework can identify and prioritise the solutions of omnichannel adoption in logistics to overcome its barriers. The proposed framework relies on the well-structured knowledge and personal experience of potential experts to consider various fuzzy regions in the decision making. The present framework offers guidelines to practitioners for the successful adoption of omnichannel retailing regarding the identification and prioritisation of solutions to overcome the barriers of omnichannel adoption.