چكيده به لاتين
Improving customer satisfaction is the most important pillar of business survival. The agricultural supply chain is not exempt from the mentioned rule. In the agricultural supply chain, keeping the freshness and quick purchasing fruits and the standard arrangement of fruit stores will increase customer satisfaction. On the other hand, Among the foremost problems within agricultural supply chains is diminished profitability experienced by crop industry upstream organs, and improvement in crops distribution systems is an effective solution for increasing the profit of all supply chain members. For this purpose, the present research is developed in two modeling approaches. In the first approach, a two-level agricultural supply chain is investigated; The farmer controls the crop greenness level and the retailer improves customer satisfaction through strategic investment. In this phase, price, crop greenness degree, and Retailer's actions to increase customer satisfaction level are simultaneously examined. Further, a coordination mechanism has been established through a revenue-sharing contract. The results demonstrate the coordinated approach will lead to an increase in customer satisfaction than supply chain members' independent decision-making. Secondly, using revenue-sharing contract, the farmer and retailer and the entire supply chain profitability, have increased compared to decentralized decision-making. In the second approach, a multi-channel, three-layer agricultural supply chain encompassing a farmer, a wholesaler, and a retailer is analyzed. In this study, each supply chain member has one or more personalized distribution channels while adhering to conventional sales practices. Moreover, the farmer, as an upstream member, sells its products through the wholesaler, the retailer, and its direct channels. Furthermore, pricing decisions, environmental improvements, customer satisfaction improvement, and crop quality are simultaneously examined. Furthermore, crop allocation to distribution channels is based on freshness levels. finally, supply chain coordination is achieved through members' bargaining power-based optimization model. Numerical results demonstrate that if the farmer reduces the difference between the price offered to the final customer and the price offered to the fruit and vegetable central market (wholesaler), its profit will increase. In the same way, if the farmer offers products at a higher price to the retailer and increases the difference between the price offered to local fruit shops (retailer) and the price offered to the fruit and vegetable market, (s)he can increase her/his profit.
