A Fuzzy Multiple-Criteria Decision-Making System for Analyzing Gaps of Service Quality

Abstract

In a complex system, it is difficult to identify a specific aspect of the system in isolation to evaluate service quality. Based on the gap model of service quality, a fuzzy multiple-criteria decision-making (MCDM) model integrates the fuzzy analytic network process, the fuzzy VIsekriterijumska optimizacija i KOmpromisno Resenje in Serbian, and the improved importance–performance analysis (IPA) to provide a complete process to diagnose managerial strategies to reduce customer gaps in service quality efficiently. This fuzzy MCDM model has three significant advantages to deal with imprecise data, to simultaneously address relative customer preferences and relative customer gaps, and to improve the shortcomings in the traditional IPA. Furthermore, the case study of a cinema in Taiwan demonstrated the effectiveness and feasibility of the proposed model to diagnose managerial strategies for managers empirically.