Balanced scorecard-based analysis of customer expectations for cosmetology services: a hybrid decision modeling approach

Delen D., Dorokhov O., Dorokhova L., DİNÇER H., YÜKSEL S.

Journal of Management Analytics, vol.7, no.4, pp.532-563, 2020 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 7 Issue: 4
  • Publication Date: 2020
  • Doi Number: 10.1080/23270012.2020.1818319
  • Journal Name: Journal of Management Analytics
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus
  • Page Numbers: pp.532-563
  • Keywords: decision making, balanced scorecard, customer expectations, cosmetic industry, multi-criteria decision modeling, interval type-2 fuzzy logic
  • Istanbul Medipol University Affiliated: Yes


The goal of this study is to analyze and characterize customer expectations in the cosmetics sector. Within this framework, first, the extant literature is reviewed, and 12 most prominent performance measurement criteria are identified. Then, these criteria are organized along the four different balanced scorecard dimensions. By employing an Interval Type-2 Fuzzy DEMATEL methodology, the weighted importance of these dimensions and criteria are identified. Additionally, with the Interval Type-2 Fuzzy TOPSIS approach, 13 leading cosmetic service providers in Ukraine are ranked based on their relative scores. The findings of the study indicate that consumer is the most significant dimension while learning and growth seem to have the least importance. Similarly, it is also concluded that all consumer-focused criteria (i.e. diversification of services, feedback on the product and services, and customer loyalty) have the highest priorities in the complete criterion set.