A fuzzy approach to service quality diagnosis
Abstract
Purpose
The purpose of this paper is to identify service quality dimensions that could enhance the level of services provided by a variety of carriers and rank them, accordingly.
Design/methodology/approach
This research aims to identify service quality dimensions that could enhance the level of services provided by a variety of carriers and rank them, accordingly.
Findings
The results show that “safety,” “timeliness,” and “variety and type of airplane” are the most important service quality criteria from the passengers’ viewpoint. It also indicates that the most and least important dimensions of service quality are “tangibles” and “responsiveness,” respectively. The results ranked the airlines from one to three as Emirates Airline, Mahan Air, and Iran Air.
Originality/value
Most of the service quality criteria are descriptive and are stated using lingual expressions (cardinal or ordinal scales). Therefore, evaluation of perceptions and expectations of customers regarding service quality using non-fuzzy methods ignores the ambiguity involved in individual judgments.
Keywords
Citation
Saeida Ardakani, S., Nejatian, M., Farhangnejad, M.A. and Nejati, M. (2015), "A fuzzy approach to service quality diagnosis", Marketing Intelligence & Planning, Vol. 33 No. 1, pp. 103-119. https://doi.org/10.1108/MIP-02-2013-0035
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited