Research on the Construction of Performance Indicators for the Marketing Alliance of Catering Industry and Credit Card Issuing Banks by Using the Balanced Scorecard and Fuzzy AHP

Abstract

In recent years, strategic alliances have seen explosive growth in various practical fields. Various forms of strategic alliances and cooperation models have been widely used among various organizations and have received considerable attention from academic and practical circles. However, there are many factors that affect the success of marketing alliances, and the academic community has not reached a conclusion and consensus. Among them, the establishment and monitoring of a performance evaluation mechanism is one of the key points. In the past, many academic studies have devoted themselves to the establishment of performance evaluation mechanisms for many different industries, but few of them have focused on the establishment of performance evaluation mechanisms for marketing alliances between the service industry and the banking industry. The purpose of this study is to assist in the establishment of performance evaluation indicators for marketing alliance between the catering industry and credit card issuing banks by using expert Delphi, fuzzy analytic hierarchy process and balanced scorecard methods. The main result of this study is to establish five key performance evaluation indicators including customer factors, cooperative alliance factors, financial factors, learning and growth factors, and internal process factors. In terms of secondary indicators, there are seven customer sub-factors, six cooperative alliance sub-factors, five financial sub-factors, seven internal processes sub-factors, and five learning and growth sub-factors, totaling 30 sub-factors. The research results can be used as a reference for academic and practical areas.

Customer knowledge management competence evaluation of agritourism enterprises by using the balanced scorecard and fuzzy-AHP: Evidence from Chengdu-Chongqing economic circle

“…These measures enable the organization to be evaluated from four perspectives: (1) financial, (2) customer, (3) internal business processes, and (4) learning and growth. These four perspectives combine traditional short-term, financial-based measures, which indicate the organization’s performance over the past year, with non-financial measures, which are the assumed value drivers for the organization’s long-term financial performance [ 29 , 31 ].…”

“…Some suggested areas of research that need to be addressed about the BSC as a performance measurement tool include the use of subjective versus objective measurements, the effects of using broad sets of metrics in performance measurement systems. and determining what ’`balance ’ is in the BSC [ 31 , 32 ]. In fact, The Balanced Scorecard has been a major focus of performance evaluation literature in recent years.…”

Examining the relationship between strategic alliances and the performance of small entrepreneurial firms in telecommunications

“…On the one hand, the business downturn leaves SEFs with no other choice than cooperation to access additional resources. On the other hand, the financial risks of alliance failure can be devastating for SEFs (Chiang et al, 2020). Moghaddam et al (2016) examine the relationship between alliance formation and the market performance of the SEFs in the pre-IPO stage.…”

“…Given that resource constraints widely characterize SEFs due to their small business network and a lack of financial and human capital, strategic alliances seem to be a solution that enables resource, knowledge, and risk-sharing (Moghaddam et al, 2016). However, given the high failure rate of strategic alliances (Chiang et al, 2020), SEFs should supposedly be reluctant to such practices as they cannot afford the resulting financial losses. Therefore, it is crucial to investigate the alliance-performance relationship in this context.…”

Construction and Application of the Talent Training System in Colleges and Universities Based on the Fuzzy Analytic Hierarchy Process

“…Both methods deal with random data, and the decision results can be determined by some criterion decision processes [ 18 ]. The purpose of this study is to assist the catering industry and credit card issuing banks to establish performance evaluation indicators of marketing alliance by means of expert Delphi method, fuzzy method combined with hierarchical analysis, and balanced scorecard [ 19 ]. Fuzzy analytic hierarchy process (FAHP) is used to determine the weight of each sub-criterion according to the evaluation of experts.…”