نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیات علمی، دانشگاه علامه طباطبایی، تهران
2 عضو هیات علمی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
3 دانشجوی دکتری، دانشگاه پیام نور، تهران، ایران
چکیده
تصمیمگیری در مورد انتخاب برنامههای بهبود کیفیت یک مسئلهی حساس در شرکتهایی است که به
دنبال دستیابی به سودآوری و اثربخشی هستند. هدف از این مقاله استفاده از تکنیک مجموع وزنی سادهی فازی
در اولویتبندی سرمایهگذاریهای بهبود کیفیت در شرکتهای خدماتی است. به این منظور در ابتدا گزینههای
سرمایهگذاری شناسایی و سپس اولویتهای برونزا با توجه به فضای رقابتی و اولویتهای درونزا با توجه به مدل
شکاف پنجگانهی کیفیت خدمات و تحلیل شکاف شناسایی میشود. سرانجام بین انواع مختلف سرمایهگذاری
بهترین گزینه توصیه میشود. همچنین با انجام مطالعهی موردی در یک شرکت خدمات مسافرتی، قابلیت مدل
در ارزیابی برنامههای بهبود کیفیت اثبات میشود. این تحقیق مشخص نمود مدل تحلیل شکافهای پنجگانه در
ترکیب با تصمیمگیری چندمعیاره و تئوری مجموعهی فازی از قابلیت بالایی در ارزیابی برنامههای بهبود
کیفیت در شرکتهای خدماتی برخوردار است.
کلیدواژه‌ها
عنوان مقاله [English]
Prioritization of Investments in Travel Agencies
نویسندگان [English]
- Mohammad Taghi Taghavifard 1
- Abbass Saghaei 2
- Aliakbar Daneshmand 3
چکیده [English]
Decision making about selecting quality-based programs is a sensitive
problem in the firms looking for effectiveness and profitability
advantages. The aim of this paper is to utilize Simple Additive
Weighting (SAW) method to deal with prioritizing quality-based
investments in service firms under fuzzy environment. For this
purpose, at first, alternatives (types of investment) will be identified.
Then, exogenous preferences are identified according to the
competitive environment and endogenous preferences are determined
using the Five-Gaps Model of service quality and gaps analysis.
Finally, between different types of investment, the best option is
recommended. Also, a real case – a travel agency – is studied to
demonstrate the proposed method. The results indicate that the Five-
Gaps Analysis model combined with multiple criteria decision making
(MCDM) and fuzzy set theory have high ability in evaluation of
quality-based programs in service firms.
کلیدواژه‌ها [English]
- Service Quality
- quality-based investment
- Evaluation
- Fuzzy linguistic method
- Travelling service agencies
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