عنوان مقاله [English]
Due to the globalization of industries and its becoming more competitive, today more than ever, the necessity of an integrated and coordinated distribution system is emphasized for all industries, especially for fast moving consumer goods. The purpose of this study is to identify the influencing criteria in selection of distribution channel based on their importance in the context of electronic supply chain of fast moving consumer goods and prioritize them based on their importance in Vira Ravesh Paya Company which is operating in the field of sales and distribution in e-commerce space. At the stage of determining the research analytical framework, we reviewed the relevant literature and distributed a questionnaire among 10 experts in the field of sales and distribution of fast-moving consumer goods who had adequate knowledge in the electronic supply chain area. The analysis of data revealed there are 2 main criteria and 11 sub-criteria. Then, we applied the best-worst fuzzy decision making technique in order to find the weight of each criterion. Lastly, the information from the weights extracted in the previous step, using a fuzzy WASPAS technique and using a survey by 3 decision-makers who had participated in the company’s previous study, the distribution channel has been selected. According to the results, in expressing the main cost and service criteria, the service criterion with a weight of 0.607 was determined as the most important criterion and the cost criterion with a weight of 0.394 was determined as the least important criterion. Also, among the sub-criteria, the transportation cost sub-criterion with a weight of 0.402 is the most important sub-criterion and the order visibility with a weight of 0.066 is the least important sub-criterion of choosing the distribution channel. The other sub-criteria are product variety, customer experience, response time, warehouse and inventory cost, equipment and facilities cost, product availability, returnability, information cost, time to market and order visibility were determined. Then, as a result of the fuzzy WASPAS feedback decision making technique, the distribution channel option, which is storage by the manufacturer/distributor and pickup by the customer, won the first place regarding the optimal distribution channel in the electronic supply chain of fast moving consumer goods.