Providing a System Dynamics Model to Evaluate Time, Cost, and Customer Satisfaction in Omni-Channel Distribution: A Case Study

Document Type : Research Paper


1 Department of Industrial Engineering, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 Department of Industrial Engineering, KHATAM University, Tehran, Iran


The shopping experience in Omni-channel distributions is influenced by the physical environment of the buyer, delivery time, and the cost of production to distribution of the goods which have a significant impact on customer loyalty and customer satisfaction. This study presents a system dynamics approach to identify the variables affecting the three aspects of customer satisfaction, cost, and delivery time, as well as the relationships among these variables in omni-channel distribution. By reviewing previous studies and expert opinions identifying important variables, followed by generating different scenarios in the Vensim software, the optimal values of the important variables are estimated. It is observed that by approaching the values of the fourth scenario – increase in the amount of market competitiveness indices, customer referral rate, marketing costs, technology etc. and decrease in the maintenance costs – the highest customer satisfaction and the lowest cost and delivery time can be achieved.


Main Subjects

Article Title [Persian]

ارائه یک مدل پویایی سیستم به جهت بررسی زمان، هزینه و رضایتمندی مشتری در کانال های توزیع omni-channel (با مطالعه موردی)

Authors [Persian]

  • احد حسین زاده 1
  • حمید اسماعیلی 1
  • رویا سلطانی 2
1 دانشجوی دکتری مهندسی صنایع، دانشکده فنی و مهندسی ، واحد تهران شمال، دانشگاه آزاد اسلامی ، تهران، ایران
2 گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه خاتم، تهران ، ایران
Abstract [Persian]

تجربه خرید درکانال های omni-channel ، متاثر از محیط فیزیکی خریدران، زمان تحویل و هزینه های تولید تا توزیع کالا میباشد که در وفاداری و سطح رضایت مشتری تاثیر بسزایی دارند. این مقاله به روش پویایی سیستم، مدلی جهت شناسایی متغیرهای تاثیرگذار بر سه مورد رضایت مشتری، هزینه و زمان تحویل، و روابط بین این متغیرها در کانال های توزیعomni channel  ارائه کرده،و با بررسی تحقیقات قبلی و نظرات خبرگان متغیرهای مهم را شناسایی، و سپس در نرم افزار ونسیم با ایجاد سناریو های مختلف، مقادیر بهینه متغیر ها را تخمین می زند. مشاهده میشود با نزدیک شدن مقادیر به سناریوی چهارم ،یعنی افزایش در مقدار شاخص های  ضریب رقابت بازار، نرخ مراجعه مجدد کاربران ،هزینه های بازاریابی ، تکنولوژی...،و نیز کاهش هزینه نگهداری محصول در مرکز توزیع، میتوان به بهترین استراتژی جهت کسب بالاترین مقدار رضایت مشتری و پایین ترین مقدار هزینه و زمان تحویل کالا، رسید.

Keywords [Persian]

  • Omni-channel
  • پویایی سیستم
  • رضایت مشتری
  • هزینه و زمان تحویل
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