Development of a decision support system for selecting the location of chain stores using a combined AHP and TOPSIS approach based on interval intuitive fuzzy logic: A case study of Ofogh Kourosh stores

Abstract

Choosing the optimal location for chain stores is one of the strategic decisions in the retail industry that has a direct impact on profitability, customer access, and competitive advantage. The complexity of the criteria affecting this decision increases the need for decision support systems based on multi-criteria methods. In this study, an integrated decision support system for chain store location has been developed, which uses a combined approach of Analytic Hierarchy Process (AHP) and Ranking Technique Based on Similarity to Ideal Solution (TOPSIS) in an interval intuitive fuzzy logic environment. First, the weights of the criteria are determined using interval intuitive fuzzy AHP, and then the location options are evaluated and ranked using TOPSIS. The use of interval intuitive fuzzy logic allows modeling uncertainty, doubt, and subjective judgments of experts. A case study was conducted on the Ofogh Kourosh chain stores and the results show that the proposed model is able to make decisions more accurately, flexibly and more consistent with the actual market conditions. This approach can be used as an efficient tool for retail managers in developing the store network