Strategic Selection of Crowd Logistics Platforms: A Multi-Criteria Decision-Making Approach

Crowd logistics (CL) represents an innovative model within the logistics sector, leveraging the participation of individuals to enhance service provision, optimize resource utilization, and reduce operational costs.Among the various applications of CL, crowd distribution has emerged as one of the most prevalent methods.This study introduces a Multi-Criteria Decision-Making (MCDM) framework for the selection of CL platforms, examining key factors that contribute to their success.A comprehensive review of relevant literature and an in-depth analysis of both domestic and global platforms were conducted, revealing critical performance indicators for successful platform implementation.The Step-wise Weight Assessment Ratio Analysis (SWARA) and Measurement of Alternatives and Ranking according to Compromise Solution (MARCOS) methods were employed to evaluate essential criteria, including cost efficiency, delivery speed, reliability, environmental sustainability, flexibility, and customer support quality.The results of this analysis demonstrate that platforms such as Company 1, Company 2, and Company 3 have achieved market dominance in Serbia, attributed to their optimal balance across these performance criteria.This study's proposed model serves as a practical tool for businesses and consumers seeking to select the most suitable CL platforms, while also providing actionable insights for further enhancement of logistics systems.The findings contribute to the growing body of knowledge on CL, highlighting the importance of comprehensive evaluation in the selection process.