ارائه مدل اندازه گيري ميزان آمادگي و سنجش توانايي زير ساخت ها براي اجراي رويكرد همه كاناله

Providing a model for measuring readiness an‎d measuring the capability of infrastructure to implement an Omni-channel approach

مديريت

Technological advancements have had fundamental impacts on business models an‎d sales channels, an‎d customer behavior in the retail sector has undergone significant change. Today, customers seek novel methods to search for information, make purchases, interact with companies, move across marketing channels, an‎d attain an optimal shopping experience. In response to these developments, many retailers—by adding new communication channels—are transitioning from single-channel models to multichannel an‎d omnichannel strategies in order to preserve their competitive position an‎d achieve sustainable advantages. To this end, companies should regard the omnichannel approach as part of their core business processes an‎d plan its implementation with precision. However, owing to implementation complexities an‎d operational challenges, the design an‎d execution of an omnichannel strategy require strategic an‎d practical guidance. The first step on this path is to assess the organization’s level of readiness to enter omnichannel retail; before implementation, firms should examine the degree of alignment between their existing infrastructure an‎d the required prerequisites an‎d identify their strengths an‎d weaknesses. Accordingly, the present research was conducted with the aim of proposing a model for measuring readiness an‎d eva‎luating an organization’s infrastructural capabilities for implementing the omnichannel approach. In the first step, through a review of prior studies, the supply chain network within the omnichannel framework was delineated, an‎d the required infrastructure was categorized into three domains: operational an‎d marketing readiness, organizational readiness, an‎d technological readiness. To weight the identified criteria an‎d subcriteria, the Analytic Hierarchy Process (AHP) multi-criteria decision-making method was employed. Then, by integrating the results of the hierarchical analysis with a modified version of the SAE J4000 stan‎dard, a comprehensive model for assessing infrastructure readiness was designed. Subsequently, through data collection an‎d a case study, the readiness level of a sample company for implementing the omnichannel approach was assessed. The proposed model provides a structured framework for eva‎luating infrastructural capabilities in the three aforementioned domains an‎d enables organizations to gauge their readiness against stan‎dardized criteria. The results indicate that, by enabling precise analysis of strengths an‎d weaknesses an‎d creating the possibility of comparison across different organizations, the model increases the accuracy, coherence, an‎d reliability of eva‎luations. Ultimately, comparing the current state with the desired conditions reveals the managerial actions necessary to strengthen omnichannel implementation. Accordingly, companies should focus on the weaker subcriteria, undertake targeted an‎d effective measures to develop their infrastructure, an‎d concentrate on integrating processes, technologies, an‎d organizational structures.

5