Performance modeling of mobile phone providers: a DEA-ANN combined approach

Purpose – The purpose of this paper is to investigate the feasibility of using artificial neural networks (ANNs) in conjunction with data envelopment analysis (DEA) for the performance measurement of major mobile phone providers, and for subsequent predictions related to best performance benchmarking and decision making. Design/methodology/approach – DEA and ANN are combined, providing an integrated modeling approach via a two-stage process. DEA is used for front end measurement, while ANN provides learning and prediction capabilities. DEA analysis of industry characteristics is based on the measurement of each decision-making unit's (DMU) performance. Back propagation neural networks (BPNN) can then predict each DMU's efficiency score, based on the results of the DEA models. Additional BPNN models provide best performance predictions. Findings – The DEA module successfully evaluates the competitive status of firms in the mobile phone industry in terms of efficiency. Efficiency trends over the observation...

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