A Study on Evaluation Method and Application of Service Marketing Management with Hesitant Fuzzy Information

Abstract

With the entry of China member of WTO, service industry is facing intensive competition from internal and international service enterprises. How to provide quality service has become an important subject of the research on service marketing. There is similarity in service marketing in the formation of customer satisfaction and service quality. Service quality, which is formed by every specific experience in the process of being serviced, and evaluation to service price determine the extent of customer satisfaction. So the extent of perceived service quality determines the extent of customer satisfaction degree. After enjoying the service, the customer will give a judgment on total service quality based on the evaluation of every part of the service. Total service quality results in total customer satisfaction. In this paper, we investigate the decision making problems for evaluating the service marketing management with hesitant fuzzy information. We utilize the induced hesitant fuzzy ordered weighted averaging (IHFOWA) operator to aggregate the hesitant fuzzy numbers corresponding to each alternative and derive the overall value of the alternatives, then rank the alternatives. Finally an illustrative example has been given to show the developed approach.