Service Quality Measurement Using Fuzzy AHP-Based Approach

Service quality is widely taken as a driver of firms' marketing and financial performance. Evaluating service satisfaction is a multi-criterion decision problem which includes both qualitative and quantitative factors, and it needs more critical analysis. The aim of this paper is to identify and discuss some of the important and critical decision criteria for service satisfaction measurement based on SERVQUAL method combing with fuzzy analytic hierarchy process (FAHP) based methodology. The implementation of the system is demonstrated by a problem having three stages of hierarchy which contains different criteria and attributes at wider perspective. The proposed model can provide not only a framework for the firm to measure service satisfaction of dealers but also has the capability to deploy the firm’s service strategy.