M. Kasyif Gufran Umar, Muhdar Abdurahman, Agung Deni Wahyudi, A. Ferico Octaviansyah Pasaribu

Hybrid Logarithmic Percentage Change-Driven Objective Weighting and MOORA in Salesperson Performance Assessment

Introduction

Hybrid logarithmic percentage change-driven objective weighting and moora in salesperson performance assessment . Assess salesperson performance accurately using a hybrid LOPCOW and MOORA approach. This study tackles multi-criteria evaluation and sales data heteroscedasticity for comprehensive appraisals.

Abstract

A salesperson is an individual who is responsible for selling a company's products or services to customers, either directly or through various marketing channels. The main problem in determining the best salesperson is often related to the complexity of assessing various aspects of performance comprehensively and fairly. While metrics such as sales volume are easy to measure, other important aspects such as the ability to build long-term relationships with customers, customer satisfaction, and contribution to team dynamics are more difficult to measure objectively. The purpose of this study was to combine LOPCOW and MOORA in the performance appraisal of salespeople. This study aims to address several challenges associated with the assessment of sales force performance, including heteroscedasticity in sales data and complexity in evaluating relevant multi-criteria criteria. By integrating LOPCOW to manage heteroscedasticity in sales data and MOORA to consider various aspects of sales force performance, resulting in a weighting method that can provide more accurate and comprehensive performance appraisals. The results of the salesperson performance ranking the 1st rank with the final value of MOORA 0.35861 with the name Salesperson HS, the 2nd rank with the final value of MOORA 0.34241 with the name Salesperson FT, and the 3rd rank with the final value of MOORA 0.3347 with the name Salesperson TS.

Review

This paper addresses a highly relevant and complex challenge: the comprehensive and fair assessment of salesperson performance. The authors rightly identify that traditional metrics, such as sales volume, are insufficient, and critical aspects like customer relationship building, satisfaction, and team contribution are often difficult to quantify objectively. Furthermore, the abstract highlights the specific issue of heteroscedasticity in sales data, adding another layer of complexity. To tackle these multifaceted problems, the study proposes a novel hybrid approach combining the Logarithmic Percentage Change-Driven Objective Weighting (LOPCOW) method with Multi-Objective Optimization on the Basis of Ratio Analysis (MOORA). This integration aims to provide a more robust and accurate framework for performance appraisal. The methodological core of this research lies in the intelligent integration of LOPCOW and MOORA. The use of LOPCOW is particularly interesting, aiming to manage heteroscedasticity within sales data, which is a significant statistical challenge in performance modeling. Subsequently, MOORA is employed to synthesize various performance criteria, moving beyond simplistic sales figures to encompass a broader spectrum of salesperson attributes. This dual-pronged strategy promises to deliver a weighting method that is not only objective but also comprehensive, addressing both the statistical nuances of sales data and the multi-criteria nature of human performance. However, the abstract could benefit from a brief elaboration on the specific criteria considered by MOORA beyond sales volume, and how LOPCOW specifically informs the MOORA weighting process. The study concludes by demonstrating its application through a ranking of salespeople, identifying Salesperson HS as the top performer with a MOORA value of 0.35861, followed by FT and TS. While these results offer a concrete outcome, the abstract would be strengthened by a discussion of the practical implications of these specific rankings and MOORA values, and how they contribute to better decision-making. Future work could benefit from comparing this hybrid method against existing salesperson assessment models to benchmark its performance and highlight its unique advantages. Additionally, exploring the generalizability of this approach across different industries or sales contexts would enhance its practical utility. Overall, the paper presents a promising methodological contribution to the field of performance assessment, offering a sophisticated tool for evaluating a critical organizational asset.

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