Ranking Factors Affecting Services Supply Chain Using SWARA Technique (Case Study: Airline Agencies in Bushehr City)

The purpose of this research is to identify the factors affecting services supply chain, as well as, determine their weight and ranking in the airline agencies in Bushehr city First, to identify the criteria affecting services supply chain, the research background was studied, and based on that, the conceptual model of research was designed. This study is an applied research in terms of purpose and an analytic survey one in terms of method of research and cross-sectional in term of time horizon. The statistical population included 20 experts from 13 airline agencies in Bushehr city. Out of the statistical population of the study, sample size included 10 expert selected based on simple random sampling. In this research, by using Stepwise Weight Assessment Ratio Analysis (SWARA) method, which is a multi-criteria decision-making technique, the factors affecting services supply chain are weighted and ranked Findings from the application of SWARA method showed that the factors related to market and customer recognition with the weight of 0.36 is the first priority in airline agencies and one of the main factors in order to achieve competitive advantage and improve the productivity and profitability of airline agencies. In addition, strategic factors with weight 0.26, technological factors with the weight of 0.17, operational factors with the weight of 0.12 and organizational factors with the weight of 0.09 ranked second to fifth, respectively The results indicate the high priority of factors related to market and customer recognition among the factors affecting services supply chain in the airline agencies in Bushehr city