A dairy Products Green Supply Chain model with Emphasis on Customer Satisfaction: Combining Interpretive Structural Modeling Approach and Analytical Network Process
Subject Areas : GeneralAli Yousef 1 , Mahdi Homayounfar 2 * , abdolaziz pagheh 3 , amir akhavanfar 4
1 - PhD Student in Business Management - Marketing, Department, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
2 - Assistant Professor, Department of Industrial Management, Faculty of Management and Accounting, Rasht Branch, Islamic Azad University, Rasht, Iran
3 - Assistant Professor of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
4 - Assistant Professor of Management, Payame Noor University, Islamic Republic of Iran
Keywords: Green Supply Chain, Customer Satisfaction, Interpretive Structural Modeling, Network Analysis Process,
Abstract :
The purpose of this study is to present a green supply chain model for dairy products with emphasis on customer satisfaction. The statistical population of the study consists of university professors and experts in the field of marketing and food and dairy industries of Iran who have been selected by purposive sampling. Sampling continued until the theoretical saturation stage. The value of ICC coefficient was also approved to determine the reliability of the measuring instrument. Finally, 10 questionnaires and interviews with experts were used. The interpretive structural modeling approach is used to present the model and the network analysis process is used to prioritize the criteria. Findings showed that the factor of customer satisfaction in relation to the research topic and the presentation of the green supply chain model of dairy products is more effective In contrast, the factors of green innovation have the most, green entrepreneurship, green performance, internal green actions and external green participation have the most impact and the least impact. Also, the results of Mick Mac analysis showed that 7 factors related to the presentation of the green supply chain pattern of dairy products in terms of permeability and dependence are divided into three categories of infiltrators, dependent and autonomous. Finally, the prioritization of criteria showed that customer satisfaction has the highest weight among the criteria of the green supply chain of dairy products
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