Development of interval-valued fuzzy GRA with SERVPERF based on subjective and objective weights for evaluation of airline service quality: A case study of Korea low-cost carriers.

Abstract

As the airline industry has become ever-more competitive and profitability more tenuous, airline service quality management has grown more important to airlines. Although many studies have focused on the evaluation of airline service quality, some common limitations need to be noted. First, traditional fuzzy logics were utilized to present linguistic variables as fuzzy numbers. However, precise quantification of lower and upper bounds with a single number is often difficult; thus, interval-valued fuzzy sets that represent the lower and upper bounds in the fuzzy number as an interval form should be applied instead. Second, while some studies have applied various multiple-criteria decision-making method [MCDM] and the service quality (SERVQUAL) method for evaluation of airline service quality, few have utilized grey relational analysis (GRA, a simple and data-driven MCDM method applicable to environments with incomplete information) and the service performance (SERVPERF), a performance-based measure that can resolve the ambiguity issue of the expectations construct in SERVQUAL. Third, extant studies dealing with the issue of weighting criteria in the evaluation of airline service quality have focused only on either subjective or objective weights, though weighting criteria based on a combined objective/subjective approach would be much better than those just considering the subjective approach. The present study endeavored to fill these literature gaps by developing, for evaluation of airline service quality, interval-valued fuzzy GRA with SERVPERF based on both subjective and objective weights. It contributes to the field by incorporating the 22 criteria from SERVPERF to effectively account for the various characteristics of airline service. Additionally, it is the first study to utilize interval-valued fuzzy GRA together with a novel technique that combines a subjective/objective weighting method for integration of objective decision-matrix-derived information with subjective decision-maker preferences. The supplemental empirical case study of airline service evaluation, further, provides researchers and practitioners with a means of better understanding the proposed approach in the practical perspectives.