Research On The Performance Evaluation Of Retail Supply Chain Collaboration From The Perspective Of Customer Satisfaction

The retail industry plays an important role in stimulating domestic demand of the national economic development strategy. As a key industry, it promotes economic development and improves people's living standards. With the development of supply chain management theory, the management model of modern retail enterprise has undergone tremendous changes, that is, from the traditional vertically integrated management model for the integrated development of the horizontal mode. This pattern reflects the development and changes of the retail business for the core competitiveness of understanding is no longer confined to internal management and control products and services, but in the core retail business centered. Making full use of external resources, around a common purpose through cooperation with the upstream and downstream enterprises, products and services are provided to the market, which would forming a new mode of market competition and cooperation based on the network chain. In fact, the modern market competition becomes the competition of the enterprises' supply chain. Retail supply chain makes the supply chain retail enterprises as the core of the organization, and customer demand as the bases of cooperation. Through the integration of the supply chain partners, including suppliers, distributors, retailers and customer' need, the demand of the end customers for products and services is satisfied. Moreover, win-win development of retail supply chain cooperation enterprises will be achieved.Firstly,based on existing research, taking the large chain retail industry for the start, considering the multi-suppliers—multi-retailers(multi-retail stores)—customers' performance of supply chain collaboration as the research object from the perspective of customer satisfaction,the performance evaluation index system of retail supply chain collaboration was constructed on the premise of selection principle and supply chain performance indexes. Secondly, for the combination of the objective reality of supply chain collaborative performance evaluation, using blocked algorithm based on rough sets method and conditional information entropy method determines the initial objective weight of evaluation indexes, and absording DEMATEL methodfor the the fine analysis ability in the complex relationship between the indexattributes modifies the initial objective weight to obtain the final reasonable weightvalue of the attribute of the rating index. At the same time, based on the constructionof performance evaluation index of the retail supply chain collaboration and the evaluation method model, the empirical research was carried out. 68 chainsupermarkets are chosen in Hunan area as research samples(including data of 60 stores as training data and data of 8 stores as the evaluated data). Chooseing three kinds of main suppliers—fresh food supplier, ordinary food supplier, daily provisions supplier, supply chain is divided into three kinds of supply sub-chain. The overall performance of the retail supply chain collaboration is obtained through the performance evaluation of the supply sub-chain collaboration. Finally, the method of comprehensive evaluation comparison, including serial number summation theory and Spearman rank correlation test, proves the rationality and superiority of the intelligent performance evaluation method of retail supply chain collaboration from the perspective of customer satisfaction in this paper. Obviously, new idea and novel method for the performance evaluation of the retail supply chain collaboration were provided.