EXPLORING LOCATION DETERMINANTS OF ASIA’S UNIQUE BEVERAGE SHOPS BASED ON A HYBRID MADM MODEL

Identifying relevant location determinants is a good starting point for shop operators, help to increase profitability and, thus, avoiding business failure. Traditional Analytic Hierarchy Process (AHP) or the Network (ANP) have shortages that require improvement. Herein, Decision-Making Trial and Evaluation Laboratory (DEMATEL), ANP based on DEMATEL (DANP), modified Vlse Kriterijumska Optimizacija I Kompromisno Resenje (modified VIKOR) are used construct hybrid multiple-attribute decision making (MADM) model, encompassing three dimensions thirteen criteria in exploring of Asia’s unique Bubble Tea Shops (BTSs) evaluate preselected alternatives Nanjing, China. The empirical findings method reveal traffic traits (D1) site (D2) critical BTSs, once these enhanced, (D3) also improved. Criteria deemed as important, DANP methodology, (in descending order): proximity street corner (C2), public transportation systems (C1), road width (C3), communities (C5), commercial areas (C6), types (C9), schools (C7). Different decision-making rankings among indicated upon VIKOR corresponding strategies improvement presented.