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Fares, Naila, Jaime, Lloret, Kumar, Vikas, Frederico, Guilherme, Kumar, Anil and Garza-Reyes, Jose Arturo (2023) An integrated waterfall–DEMATEL–fuzzy TOPSIS approach to post-COVID-19 customer demand resilience: Evidence from fast-fashion MSMEs. Benchmarking: an International Journal, 30 (6). pp. 2012-2039. ISSN 1463-5771
Purpose:
The purpose of this paper is to analyze the resilience of customer demand management post-COVID-19, using fast-fashion MSMEs as an example. Precisely, this paper investigates how waterfall project management can enable stakeholders to build survival operations managerial decisions.
Design/methodology/approach:
Based on interviews and surveys with ten fast-fashion operations experts, and an integrated waterfall DEMATEL Fuzzy TOPSIS methodology of the fuzzy multi-criteria decision making (FMCDM), we explored and prioritized the enablers of resilience management in fast-fashion retail area.
Findings:
Results reveal that the highest priority enabler is maintaining customer loyalty. Other enablers are associated with e-commerce endorsement, customer-focused assortment, and flexible store operations.
Research /implications:
The findings of this paper will enable fast-fashion MSMEs to develop effective actions and prioritize the operations efforts to foster the post-pandemic recovery.
Originality/value:
Despite the importance of the resilience project and the changing fastfashion customer patterns with covid, only a handful of research has explored how resilience can be managed in this field. This research thus can help close this gap for operations resilience research and retail context
Available under License Creative Commons Attribution Non-commercial 4.0.
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