Providing a Pattern to Prioritize the Branches of Service Firms

The purpose of this note is to show how some of the mainresults existing in the insurance service quality utilizing SERVQUALscale and ANP model can be effectively used in scientifically rankingstrategies instead of the traditional models, which is unfortunately morepopular in ranking the branches of insurance companies. This approachis used to show how the ranking decisions changes as a function ofservice quality utilizing ANP model. This study evaluated the qualityof services of DANA insurance company branches to measure policyholders’ views toward current level and expected level of quality. Thestandard questionnaire “SERVQUAL”, emphasizing on measuring thegap between the level of current and Expected quality was used and the proposed algorithm utilized the analytic network process (ANP),which allows measurement of the dependency among the quality dimensions,to rank the branches. The results showed difference betweenpolicy holders’ expectations and current level of quality of services inall dimensions of quality. The most outstanding gap was for responsivenessdimension and the least one was for empathy and also according tothe ANP limit super matrix it was revealed that there was a significantdifference between the proposed ranking approach and the traditionalone.