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Toward customer-centric mobile phone reverse logistics: using the DEMATEL approach and social media data

Sajjad Shokouhyar (Management and Accounting, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran)
Amirhosein Dehkhodaei (Shahid Beheshti University, Tehran, Iran)
Bahar Amiri (Shahid Beheshti University, Tehran, Iran)


ISSN: 0368-492X

Article publication date: 4 August 2021

Issue publication date: 29 November 2022




Recently, reverse logistics (RL) has become more prominent due to growing environmental concerns, social responsibility, competitive advantages and high efficiency by customers because of expansion of product selection and shorter product life cycle. However, effective implementation of RL results in some direct advantages, the most important of which is winning customer satisfaction that is vital to a firm's success. Therefore, paying attention to customer feedback in supply chain (SC) and logistics processes has recently increased, so manufacturers have decided to transform their RL into customer-centric RL. Hence, this paper aims to identify the features of a mobile phone which affect consumers’ purchasing behavior and to analyze the causality and prominence relations among them that can help decision-makers, policy planners and managers of organizations to develop a framework for customer-centric RL. These features are studied based on analysis of product review sites. This paper's special focus is on social media (SM) data (Twitter) in an attempt to help the decision-making process in RL through a big data analysis approach.


This paper deals with identifying mobile phone features that affect consumer's mobile phone purchasing decisions. Using the DEMATEL approach and using experts' insights, a cause and effect relationship diagram was generated through which the effect of features was analyzed.


Eighteen features were categorized in terms of cause and effect, and the interrelationships of features were also analyzed. The threshold value is calculated as 0.023, and the values lower than that were eliminated to obtain the digraph. F6 (camera), F13 (price) and F5 (chip) are the most prominent features based on their prominent score. It was also found that the F5 (chip) has the highest driving power (1.228) and acts as a causal feature to influence other features.


The focus of this article is on SM data (Twitter), so that experts can understand the interaction between mobile phone features that affect consumer's decision on mobile phone purchasing by using the results. This study investigates the degree of influence of features on each other and categorizes the features into cause and effect groups. This study is also intended to help organizational decision-makers move toward a reverse customer SC.



Shokouhyar, S., Dehkhodaei, A. and Amiri, B. (2022), "Toward customer-centric mobile phone reverse logistics: using the DEMATEL approach and social media data", Kybernetes, Vol. 51 No. 11, pp. 3236-3279.



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