Retailing in telecommunication sector and a research on store performance measurement

Developments in telecommunication technologies reveal today's indispensable means of communication. Mobile communication and the internet, which emerged about 100 years after the fixed phone, have gained widespread popularity all over the world. Considering the authorities they have in the telecommunication services market in our country and their revenue and user shares, Turk Telekom, Turkcell and Vodafone are the main companies in the sector. There is a fierce competition among businesses seeking to increase their incomes and market shares. An important aspect of competition is related to the success of retail channels, which are the distribution channels with the highest sales share of companies. It is possible for companies to assess the efficiency and efficiency of all the efforts they demonstrate through retail store organizations by measuring their performances. Measuring the performance of businesses' retail stores and evaluating their results is crucial for the sustainability of retail channels in general and for controlling the contribution of stores to their business objectives. In this study, first of all, negotiation was made using Delphi technique in the process of determining the retail store performance criteria of the sector experts. In the second stage, the importance criteria of the compromised performance criteria were determined using the AHP method. At the last stage, the performance levels of retail stores were determined by using GRI correlation analysis, which is one of the multi criteria decision making methods. The performance measurement process was completed by ranking the achievement level of 68 retail stores of a telecommunication company regional sales department according to the GRI relationship grades. This work has led to an approach in which telecommunications operators can measure the performance of retail channel structures composed of a large number of stores and sales territories. Keywords: Telecommunication Sector, Distrubition Channels, Retailing, Retail Store Performance, Multi Criteria Decision Making Methods, AHP, Delphi Technique, Gray Analysis