A task-based fuzzy integrated MCDM approach for shopping mall selection considering universal design criteria

Shopping malls (SMs) are one of the prides of cities with their attractive appearance, charming stores and different consumer types. The heavy competition, ever increasing and diversifying consumer expectations alongside the changes in the demand equilibrium in the mall sector force managers to a really hard struggle to remain alive in the sector. This study aims to resolve the decision-making problem of SM selection by considering several different main criteria such as universal design, technical characteristics, esthetic appearance etc. The method used to resolve this problem is a task-based integrated fuzzy multi-criteria decision-making (TB-IFMCDM) approach that includes Modified Fuzzy Decision-Making Trial and Evaluation Laboratory (MF-DEMATEL) and Fuzzy Multi-Objective Optimization on the Basis of Ratio Analysis (F-MOORA). It also aims to determine the best SM through the support of universal design criteria by simultaneously considering the needs of all consumers including those of diverse populations, which is a rapidly growing market. As such, SM-selection-related tasks are given to experts who are treated like and act as consumers. Criteria weights are computed considering direct and indirect effect relations by transforming criteria importance to criteria effect, via utilization of MF-DEMATEL. Additionally, rankings of four SMs are obtained by implementing F-MOORA. Finally, a comparative analysis is conducted to determine the consistency of the ranking of the proposed approach by comparing them with the results of the fuzzy complex proportional assessment. As a result of this study, it is identified that design-related criteria are most important for SM selection.