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The purpose of this paper is to propose a data envelopment analysis (DEA) method for customers' evaluation.

This paper introduces a variable return to scale (VRS) cross‐efficiency (one of the DEA models) to evaluate customers. This new model can consider ratio values and give a complete ranking of customers.

It is found that the proposed model can evaluate customers in a multi criteria context; does not demand weights from the decision maker; and can consider both the ratio and absolute numbers. An aggressive form of the VRS model is formulated to evaluate the peer‐appraisal value of customers instead of self‐appraisal.

To the best of the authors' knowledge, there is no reference that uses cross‐efficiency model with the ratio values for customers' evaluation.

The purpose of this paper is to develop a slack-based measure (SBM) model in the presence of dual-role factor. Then it is applied in supplier selection problem.

The developed model in this paper is based on data envelopment analysis (DEA) technique.

The proposed evaluation platform is capable of identifying ill-performing suppliers which seek to future improvement. The findings provide valuable insights for practitioners, as well as academicians, policy makers and also integrate selection criteria under the supply chain.

This is the first time that a non-radial DEA model considers dual-role factors. The proposed model does not deal with dual-role factor as a non-discretionary factor. The proposed model considers dual-role factors on both the input and output sides in a similar manner. The proposed model can fully measure the inefficiency of suppliers. The proposed model can give a complete ranking of suppliers.