Abstract
This pioneering study aimed to analyze the quality of service at international airport travel service centers in Taiwan. A total of 250 customers filled the survey questionnaire and 11 panel experts provided views on service quality attributes. The Fuzzy Delphi Method was used to determine the leading service quality attributes and cluster them into reliability, proficiency, and empathy. Confirmatory factor analysis supported the factorial validity of these dimensions. Consistent fuzzy preference relations was applied to evaluate attributes’ weights. Moreover, importance-performance analysis was used to identify excellent service quality attributes and elicit marketing strategies. The results revealed 22 attributes that pleased consumers or required further development. The study builds a multi-criteria decision service quality assessment system, and through the empirical method, points out a direction for improvement to travel service centers in Taiwan. The findings provided solutions to improve marketing strategies through education, training, and managerial policy changes. The findings may serve as a guide for further cross-border or longitudinal research and practice.
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