Evaluating relative value of customers via data envelopment analysis

Abdollah Noorizadeh, Mahdi Mahdiloo, Reza Farzipoor Saen

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


Purpose: The purpose of this paper is to propose a data envelopment analysis (DEA) method for customers' evaluation. Design/methodology/approach: This paper introduces a variable return to scale (VRS) cross-efficiency (one of the DEA models) to evaluate customers. This new model can consider ratio values and give a complete ranking of customers. Findings: It is found that the proposed model can evaluate customers in a multi criteria context; does not demand weights from the decision maker; and can consider both the ratio and absolute numbers. An aggressive form of the VRS model is formulated to evaluate the peer-appraisal value of customers instead of self-appraisal. Originality/value: To the best of the authors' knowledge, there is no reference that uses cross-efficiency model with the ratio values for customers' evaluation.

Original languageEnglish
Pages (from-to)577-588
Number of pages12
JournalJournal of Business and Industrial Marketing
Issue number7
Publication statusPublished - 2013


  • Cross-efficiency
  • Customer information
  • Customer ranking
  • Customers
  • Data envelopment analysis
  • Ratio values
  • Value analysis

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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