Assessment of quality services through linguistic variables

Abstract

Purpose – Improvements in quality have a very important role to play in services because such improvements add greater flexibility and give clients greater confidence in the services provided. Therefore, this paper aims to describe a framework for measuring quality in the provision of the service by using a SERVQUAL scale and fuzzy operators. Design/methodology/approach – In this approach, a framework to assess quality in service provision is put forward which applies the SERVQUAL scale as an instrument of data collection. Fuzzy set theory is proposed and applied within this framework as a technique to make a quantitative assessment of the quality of the provision of services. A case study is used to illustrate how to apply this framework for this purpose. The data were processed and transformed into a fuzzy environment, and fuzzy numbers and operators were applied to the analysis of customers' assessment with regard to the dimensions of quality in the service provided. Findings – The study demonstrated the differences between evaluations of the dimensions of quality assessed, and differences of the same customer in relation to these dimensions. The main points raised were the importance given by customers to the dimensions, and the gaps between customers' perceptions and expectations, when fuzzy numbers were used to assess levels of service quality, and to evaluating the prioritization of service quality. Originality/value – This paper proposes the use of fuzzy theory within a framework by making a linguistic analysis when dealing with data collected in a SERVQUAL scale so as to assess service quality. The data were measured by examining the gap between customers' perceptions and expectations. The framework describes the phases of this assessment, and uses fuzzy operators.