Integrated analytic hierarchy process and entropy to develop a durable goods chain store franchisee selection model

Abstract

Purpose The purpose of this paper is to present a selection model that adopts several important criteria, enabling a durable goods franchiser to select franchisees that are most appropriate. Design/methodology/approach Questionnaires based on selection criteria are identified from modified Delphi Technique and then sent to experts and decision makers. Major criteria weights are analyzed using the analytic hierarchy process and entropy. Final weights are then determined using the compromised weighting method. Findings This study has demonstrated that the durable goods sector in Taiwan emphasizes the condition of a franchisee personal condition more than its store location, and our results further indicate that a franchiser should emphasize finance and business ability when selecting franchisees. Additionally, consumer purchasing power, individuals passing by and parking convenience are all important factors for selecting a franchisee. Originality/value Analysis results indicate that the proposed selection model enables a franchiser to select franchisees more reasonably by allowing them to operate effectively.