DEA를 활용한 의류소매 대리점의 효율성 평가

Abstract

This paper presents a method to improve the performance of retail agent, which is an important part of company management as a point of contact with customers. we focuses on the analysis of the DEA model that could evaluate overall efficiency of retailer. In order to evaluate the efficiency of the retailers, the 202 actual data from clothing manufacturing and sales company “P” were collected. The input variables were set as subsidiary materials cost, managing cost, store size, promotins, employees and CRM(customer relationship management) cost. And the output variable of the model was designed by setting the sales amount. The efficiency of individual agents was quantitatively derived from the CCR model and the BCC model. In addition to the descriptive analysis of the results evaluated by DEA model, this study examined the causes that make inefficiency. Then we analyzed the reference group and an improvement goal by applying it to the actual store. In order to prove the effectiveness of the DEA model we conducted an efficiency ranking analysis based on the existing ratio indicators and DEA results. So we found that the efficiency indicators from DEA model are better than ratio indicators. After we divided retailers into two groups according to the inputs, Mann-Whitney test was used to verify the differences in efficiency of each group, and the priority of input adjustment was examined. Moreover, we conducted a commercial analysis to investigate which stores were efficient. In this paper, we compared the effectiveness of the DEA model with the actual evaluation data of the company and confirmed that applying the DEA model to the analysis of apparel retailers is a valid method. We expect that this study will provide guidelines for the clothing retailers and contribute to improvement of their management performance.