Blockchain technology in omnichannel retailing: A novel fuzzy large-scale group-DEMATEL & Ordinal Priority approach

Given the advantages of Omni-Channel Retailing (OCR), such as integrating offline and online channels and offering the convenience of online channels with instant fulfillment of offline channels, this study proposed a new method called 'Fuzzy Large-Scale Group-DEMATEL& Ordinal Priority Approach' to detect causal relationships between the studied variables and recognize the causal associations while using Blockchain in OCR. This study assumes that the effect of spreading economic shocks through SCs can be significantly greater than the direct effect of disasters. Of the 25 factors evaluated in this study, disintermediation was identified as the most important one, followed by anonymity and security. Besides, the results obtained by the Fuzzy Ordinal Priority Approach (OPA-F) showed that configuration 4 (CF-4) ranks first in OCR. In this configuration, there are two ways to buy, online and traditional, facilitating a flow of information at all levels. Thus, Internet Protocols must be used to ensure the security of shared information. Accordingly, the way of serving each customer is personalized based on the activities performed in all portals. As a result, not only the explicit requests of the customer are answered, but also their implicit interests and needs are guessed.