Document Type : Research Paper

Authors

Abstract

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.

Keywords

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