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Supply Chain Network Design Considering Customer Psychological Behavior-A 4PL Perspective
طراحی شبکه زنجیره تأمین با در نظر گرفتن رفتار روانشناختی مشتری-دیدگاه 4PL-2021 From the perspective of Fourth Party Logistics, a novel supply chain network design problem considering customer psychological behavior is proposed in this paper. First, we calculate the minimum
cost of the supply chain network design in Fourth Party Logistics when the demand of customers is
fully satisfied. In the shortage of the investment in the process of supply chain network design, the demand of customers can be partially satisfied. Then, customer psychological behavior is considered to
maximize the value function of customer satisfaction under cost constraint. After introducing the definitions of the psychological reference point and the service level for customers based on the prospect
theory, we formulate a non-linear integer programming model for Fourth Party Logistics network
design problem. Since the objective function of the proposed model is non-linear, an approximation
linearization method is introduced to adjust the proposed model to be an equivalent linear model.
Numerical experiments are designed to justify the effectiveness of the proposed method. Through
a thorough analysis on customer psychological behavior, it can be seen that customers tend to be
more risk-averse for gains than risk-seeking for losses in Fourth Party Logistics supply chain network
design. Moreover, valuable investment insights are recapitulated. This proposed method provides an
effective tool for a Fourth Party Logistics provider to give reasonable suggestions to an investor in
Fourth Party Logistics supply chain network design. Furthermore, we extended the basic model of
4PL supply chain network design considering customer satisfaction with multiple commodities and
provided a solution method based on greedy adding heuristic to further reduce the calculation time
for large scale cases.
Key words: Fourth Party Logistics | Supply Chain Network Design | Psychological Behavior | Customer Satisfaction | Approximation Linearization |
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