The efficient delivery of e-commerce parcels is heavily reliant on the performance of couriers, who represent a critical interface between businesses and end-users, thus influencing the competitive positioning of companies within the logistics sector. This study seeks to analyse the pivotal role of couriers in e-commerce delivery by evaluating various operational activities associated with the delivery process. Through an extensive literature review and analysis of company-provided data, nine key performance criteria were identified: daily delivery volume, average delivery time, delivery accuracy, monthly complaint rate, customer satisfaction ratings, route efficiency, professionalism, incidence of damaged shipments, and overtime rate. Subsequently, 20 courier alternatives were assessed based on these criteria, with the objective of ranking their relative performance in the delivery process. A novel methodological approach, integrating the CRiteria Importance Through Intercriteria Correlation (CRITIC) and Multi-Attributive Border Approximation Area Comparison (MABAC) techniques, was adopted to determine the criteria weights and rank the couriers, respectively. The CRITIC method was employed to compute the relative importance of each criterion, while the MABAC method was utilised to rank the couriers according to their performance. The results indicated that courier alternative A16 achieved the highest performance ranking, whereas alternative A15 was ranked lowest. The findings underscore the robustness of the proposed model and its potential applicability to similar decision-making challenges in related domains, such as supply chain management and logistics. This study highlights the importance of performance-based assessments in improving operational efficiency and enhancing the overall effectiveness of logistics networks.
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