A management of demand involves the representation a quantity of goods or services demanded byhouseholds at a given price, keeping other variables to be constant. Demand side has involved its chain thatencompasses the marketing, sales, and services end along with distribution networks. Demand chain involvesdistribution, marketing/ sales in which it is found at downstream of the supply chain. Demand chain management(DCM) may take the core values of customer relationship management (CRM) strategy to a new level by applyingnew e-commerce technologies that are rapidly overtaking today’ business world. This newly integrated approachcan link up marketing with other business areas (i.e., sales, service, finance, supply chain and channel and partnerorganizations-operations function). Since a new theory and model of DCM has been proposed previously, it istherefore essential to develop the “DCM performance measurement” that is based on such theory and model. Thisresearch study will develop the DCM performance measurement referred to as “Demand Chain OperationsReference” (DCOR model) for data collection. It is anticipated that this developed performance measurement wouldbe fruitful, and be considered as a prime sample of performance measurement used for evaluating demand chainmanagement.