Identification and Prioritization of the Factors Influencing Service Quality in the Hotel Industry by SWARA and ARAS Methods During the COVID-19 Pandemic

Abstract

ABSTRACT Nowadays, the COVID-19 pandemic has had many harmful effects on the hotel industry. This study aims to identify and prioritize the factors affecting SERVQUAL in the hotel industry and evaluates five-star hotels during the COVID-19 Pandemic. The present study prioritizes the influence factors of SERVQUAL using the stepwise weight assessment ratio analysis (SWARA) method and using the Additive Ratio Assessment (ARAS) method to identify the best hotel among the five hotels in Iran in 2022. In the present study, 22 influence sub-criteria in the hotel industry were studied, and the delivery of service promise sub-criterion was ranked first, which shows its importance among other sub-criteria. Among the hotels studied, A1 hotels ranked first among other hotels. The present study examines and prioritizes the influence factors of SERVQUAL in the hotel industry to help hotel managers to identify the most important influence factors of SERVQUAL in the hotel industry to implement these factors in their hotels and can improve their strengths.