Modified Grey Relational Analysis Integrated with Grey Dematel Approach for the Performance Evaluation of Retail Stores

Performance evaluation is one of the most important problems for retail chains and may have effect on tactical and strategic decisions. This paper proposes a grey-based multi-criteria performance evaluation model for retail sector. This model integrates Decision-Making Trial and Evaluation Laboratory (DEMATEL) and modified Grey Relational Analysis (GRA) methods. First, the grey-based DEMATEL method is used for determining the importance of performance indicators to be used in GRA based on the experts' assessments. Then, the proposed modified GRA method is used for the performance evaluation and ranking of retail stores with respect to the predetermined performance indicators. Finally, the effectiveness and the applicability of the developed approach are illustrated with a case study with the actual data taken from a retail chain in Turkey.