Performance Evaluation of Rice Farm Machinery Dealers using SCOR Model and DEA Method

In this study, the supply chain performance of rice farm machinery at retail level in Guilan and Mazandaran provinces was evaluated using SCOR model. Rice machine dealers were evaluated  in five sections using 93 items. Based on the results of single sample T-test, the variables of efficiency, coordination and integration were significantly higher than the mean value. The clustering process of sales agents was based on the average items. Clustering results showed that the performance of sales representatives two main levels: desirable and undesirable. In order to improve the supply chain management situation, the performance of nearly half of the stores should be corrected. In this study DEA was proposed as a method for evaluating the efficiency of the SCOR model, which is one of the innovations of this research. The results of the DEA confirmed the cluster analysis results and the efficiency of about half of the units was calculated equal to one. Based on the results of the study, in order to improve the performance of rice agricultural machinery stores, it’s better to focus on measures that improve quality of service delivery and increase customer reliability.