Measuring the efficiency of internet shops using a multi stages Data Envelopment Analysis (DEA) model

In recent years internet shops have had considerable growth. Performance measures are needed for these shops to maximize the use of resources and getting closer to the aims, to provide the identification of strengths and weaknesses along with minimizing resource inputs to improve the situation. Data Envelopment Analysis (DEA) method is a nonparametric method for measuring technical efficiency and performance of a set of units. This study given the importance of assessing the performance of internet shops and using multiple input-oriented CCR model, measure the performance of internet shops. In this study, internet shop production process is divided into two stages: marketability and profitability. So to calculate the efficiency, a two-stage model of data envelopment analysis is used. Based on the data collected, the efficiency of 37 Internet stores evaluated. Results include overall efficiency and efficiency of marketability and profitability stages. After determining the efficiency of marketability and profitability stages, inefficient stages were identified and solutions were proposed to improve it.