Providing a System Dynamics Model to Evaluate Time, Cost and Customer Satisfaction in Omni-channel Distribution (with case study)

Abstract

The shopping experience in Omni-channel distributions is influenced by the physical environment of the buyer, delivery time and the cost of production to distribution of the goods which have a significant impact on customer loyalty and customer satisfaction. This paper presents a system dynamics approach to identify the variables affecting the three aspects of customer satisfaction, cost and delivery time, also relationships between these variables in omni-channels. first by reviewing previous studies and expert opinions identifying important variables, Then, by generating different scenarios in the Vensim software, the optimal values of the important variables are estimated.It is observed that by approaching values of the fourth scenario - increase in the amount of market competitiveness indices, customer referral rate, marketing costs, technology... and decrease maintenance costs- the highest customer satisfaction and lowest cost, delivery time can be achieved.