Prioritizing Service Organizations Based on Classified Service Quality Dimensions by MADM and mportance-Performance Analysis

Current study aims to prioritize four-star hotels through atwo-step procedure: firstly, classifying service quality dimensions (SQDs)based on Importance-Performance Analysis and secondly prioritizinghotels based on classified SQDs analysing the results. To reach that aim,the customers of three 4-star hotels were considered and asked to statethe quality of the service they expected to receive prior to its deliveryas well as their feelings toward it after they received the service. Then,Importance-Performance Analysis was used to classify SQDs. Finally, we exploited TOPSIS and Shannon Entropy to prioritize Hotels.The method taken in this paper, which first categorizes SQDs, israther noble. Findings revealed that among the 12 dimensions of servicequality, Competence, Tangibles and Price are the most crucial factors,and hence should receive more attention in hospitality industry. The resultsof this research may provide insightful hints to the hotel managersabout those aspects of service that form their customers’ perception ofservice quality.The findings can also help the practitioners to assign resources appropriatelyand offer a more competitive service to the customers throughpaying attention to those factors of service which are of critical importancein this industry.