Identifying and investigating the cause-effect relationships of the criteria affecting the sales price in Omni-Chanel distribution network using the DEMETAL

Omni-channel is a cross-channel business model that companies use to increase and improve customer relationships. Companies that use Omni-channel believe that the customer's value is the ability to continuously contact the company in multiple ways at the same time (multiple communication channels at the same time and with the same information). In Omni-Channel, all customer behaviors are fully predicted and supported in all communication channels and contact points, so that if during the purchase process, the customer changes direction from one communication channel to another, there will be no impact or deficiency in the result of his purchase. In this research, we are investigating the cause-effect relationship of the criteria affecting the sales price in the Omni-Chanel distribution network using the DEMATEL method. Therefore, by using DEMETAL's method, the criteria affecting the causal relationships are carried out so that, in addition to the long-term planning process, it has the ability to deal with future uncertainties. The results showed that the most important effective factor in the pricing process in the safe distribution of the channel can be pointed to the product inventory factor. Also, the distribution capacity factor has a significant impact on the pricing in the Omni-Channel distribution system.