Combining fuzzy integral and GRA method for evaluating the service quality of fast-food restaurants

Abstract

To pursuit high quality of catering service has become one of the most important customer trends and how to continuously improve the catering service to meet customer’s satisfaction has been focused for long time for restaurant owners. Many researches have revealed that there are mutual interactions for most factors of the service quality. Therefore, this paper applies a non-additive model for evaluating and improving the service quality of fast-food restaurants. First, factor analysis is used to extract some independent common-factors. Secondly, fuzzy integral is employed to integrate the performance ratings of inter-dependent criterion in each common-factor. Next, fuzzy analytic hierarchy process (FAHP) is utilized to obtain relative weights among each independent common-factor. Lastly, the grey relation analysis (GRA) method is applied to rank the fast-food restaurants according to the service quality. This proposed model serves as an effective tool to measure the factors of service quality and assist fast-food restaurant owners to understand their current level of service quality. Furthermore, it can be used to narrow the expectation gaps between fast-food restaurants and eating-out customers to better satisfy the customers’ needs.