Hybrid Optimization for Distribution Channel Management: A Case of Retail Location Selection

• Published in: Journal of distribution science Vol. 19; no. 12; pp. 45 - 56
• Main Authors: NONG, Nhu-Mai Thi, HA, Duc-Son
• Format: Journal Article
• Language: Korean
• Published: 31.12.2021
• Subjects: Retail Store; ANP; Distribution Channel; TOPSIS; Distribution; Location
• ISSN: 1738-3110; 2093-7717

Purpose: This study aims to introduce a hybrid MCDM model to support the selection of retail store location. Research design, data, and methodology: The hybrid approach of ANP and TOPSIS was used to address the location selection problem. The ANP technique was employed to compute the weights of the selection criteria, whilst the TOPSIS was used to rank alternatives. The proposed approach was then applied into a fashion company in Vietnam to select the best alternatives to be the retail store. Results: The results showed that Candidate 1 - Hai Ba Trung street is the most appropriate selection for locating retail stores. Conclusions: The proposed approach provides the decision makers with more useful methods than traditional ones. Therefore, the model can be applied to the location selection in all industries. In terms of academic contribution, the selection criteria proposed in the research can devote to the literature in the selection of location along with the concept of distribution channels. Additionally, the research also provides insight and guidelines for firms in making decision on retail store location based on limited resources to avoid the waste of funds. However, the results only answer to the context of Vietnam - a developing country. Thus, future research may be extended to developed countries where have better conditions.