Evaluation of Retailer Performance in Turkey

ABSTRACT

The retail industry is a large service platform where national and international manufacturers bring their products to consumers. Today, the retail sector, both bricks-and-mortar and online, is developing and adapting to the changing needs of the customers. Depending on the changing demand patterns of the customers, one can notice that key success criteria of the sector transform as well. Rapid adaptation to changing requirements of the retail sector is necessary in order to survive in the increased competition and to increase the market share among the other companies. In order to analyze the sector in Turkey, retail brands that are selected from the largest 500 companies of Turkey (Capital 500 list) were examined using the relevant success criteria. Key success factors have been chosen from the existing literature about the retail sector. Firstly, retailing was examined in a theoretical framework to better undersand the elements that define the sector alongside technological capabilities of the sector. Additionally the effects of Covid-19 on e-retailing were also evaluated with the purpose of determining the changes forced upon the sector by the pandemic. In the light of the findings, the emerging companies, observed changes and directional shifts, and the size of the competition in Turkish retailing sector are discussed. Success criteria were chosen from the existing literature, and were weighted in accordance with importance ranks obtained through content analysis. Considering success criteria, DEA analysis has been carried out and the efficiency level of the companies has been evaluated. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.