Applicability of the Zeroed Unitarization Method for Evaluating the Competitiveness of CEP Operators: The Case of the Polish Market
Purpose: The purpose of this study is to evaluate the applicability of the zeroed unitarization method (non-pattern method) as a tool for assessing the competitiveness of courier, express, and parcel (CEP) operators in Poland. Unlike traditional one-dimensional financial rankings, the research aims to demonstrate that a multi-criteria approach, which incorporates economic, infrastructural, operational, and qualitative indicators, offers a more comprehensive and reliable perspective on the competitive position of market participants. Design/Methodology/Approach: The study covers the leading CEP operators active in the Polish market. The analysis is based on quantitative data from 2024–2025, including revenues, employment, parcel volumes, number of out-of-home (OOH) points, service prices, and customer ratings. Due to data inconsistencies across sources, a fuzzy estimation approach was applied, followed by defuzzification to obtain coherent input values. Using the zeroed unitarization method, diagnostic indicators were normalized and aggregated into a synthetic competitiveness index. Three weighting schemes were adopted, reflecting different stakeholder perspectives: customer, operator, and investor. Comparative rankings were developed, and sensitivity analysis was conducted to test the robustness of results against changes in criterion weights. Findings: The results confirmed the stable leadership of InPost, whose competitive advantage is multidimensional—combining scale of revenues, efficiency, extensive infrastructure, and high customer satisfaction. DPD consistently ranked second in all scenarios, reflecting its balanced competitiveness. Pocztex, despite a strong revenue position, ranked lowest from customer and operator perspectives due to weaker service quality and efficiency, though it performed moderately well from the investor viewpoint. DHL and GLS occupied middle positions, indicating stable but undifferentiated competitiveness. Sensitivity analysis revealed that rankings depend significantly on weighting schemes, highlighting the importance of stakeholder perspective in assessing competitiveness. Practical Implications: The findings provide actionable insights for managers, investors, and policymakers. For managers, the study shows that long-term competitiveness requires not only scale and revenues but also efficiency and service quality. For investors, it emphasizes the role of adaptability and productivity in shaping enterprise value. For policymakers, the results suggest the need for standardized reporting and greater transparency in the CEP sector, particularly regarding service quality and sustainability indicators. Originality/Value: This paper contributes to logistics and competitiveness research by applying the zeroed unitarization method to the CEP sector, demonstrating its methodological usefulness and interpretative transparency. It also advances the debate on the importance of multi-criteria approaches in markets characterized by complexity, heterogeneity, and rapid growth.