DEA MODEL FOR EVALUATING THE PERFORMANCE OF “TELEKOM SRBIJA” SALES OFFICES

Sandra Kasalica; Goran Tričković; Lazar Stojanović; Marija Marković

Научен доклад ID 2756 : 2025/3

DEA MODEL FOR EVALUATING THE PERFORMANCE OF “TELEKOM SRBIJA” SALES OFFICES

Sandra Kasalica, Goran Tričković, Lazar Stojanović, Marija Marković

This study evaluates the operational efficiency of 20 sales offices of Telekom Srbija a.d. using the DEA (Data Envelopment Analysis) method. The primary goal of the research is to improve service quality in accordance with increasing customer expectations, within the context of an extremely competitive telecommunications market. Efficiency measurement is a key tool for optimizing business performance, reducing operational costs, and increasing customer satisfaction, which is of strategic importance for the company’s long-term success.

The analysis uses three input and three output variables. Input variables the resources used in operations: number of employees at the sales office, number of service counters (customer service points), and total operating costs. On the other hand, output variables represent the results achieved by the sales offices, including the number of processed customer requests, revenue per customer, and customer satisfaction level, measured through standardized surveys and customer feedback.

The application of the DEA method enables a comparison of the efficiency of all observed sales offices by identifying the most efficient ones and pointing out areas with significant room for improvement.

The results of this analysis serve as a foundation for developing a model aimed at increasing both the efficiency and effectiveness of sales offices, thereby directly supporting the continuous improvement of the quality of services provided by the company. In the long term, this approach enables Telekom Srbija to strengthen its market position, respond more effectively to changing customer demands, and achieve sustainable growth through more rational use of available resources.

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Efficiency Telekom Srbija DEAEfficiency Telekom Srbija DEASandra Kasalica Goran Tričković Lazar Stojanović Marija Marković

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