Ordered Weighted Average Operators in the SERVQUAL and SERVPERF Scales

Abstract

This research extends the discussion about service quality measurement. Two new quality aggregation measures using OWA and IOWA operators are proposed by making use of the SERVQUAL and SERVPERF scales, and their calculation methods. A numerical example is performed considering the classical approach and the aggregation proposal. Results showed similar aggregate valuations. The new operators allow reordering at both the general level and per dimension, which allows including the relevance given by the user, or using a vector from an external party. New lines of analysis are exposed. Those are related to the use of OWA extensions, quality scale extensions, or applying thresholds in multicriteria methods for service quality.