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
دیل، بی.جی و پلانک، جی جی، 1381 ، هزینه یابی کیفیت، فرانک جواهر دشتی، سازمان مدیریت
صنعتی.
سید جوادین، سید رضا، 1384 ، مدیریت کیفیت خدما ، ت نشر نگاه دانش.
لاولاک، کریستوفر، 1385 ، اصول ومدیریت بازاریابی خدمات، بهمن فروزنده، نشرآموخته.
M.J. Wang, G.S. Liang, A fuzzy multi-criteria decision making approach for
robot selection, Robotics and Computer Integrated Manufacturing, 10 (4)
(1993) 267-274.
Chen, S-J., Hwang, C-L., and Hwang, F.P., Fuzzy Multiple Attribute Decision-
Making: Methods And Applications, Springer Verlag, Heidelberg, (1992).
J.V. Saraph, P.G. Benson, R.G. Schroeder, An instrument for measuring the
critical factors of quality management, Decision Sciences, 20 (4) (1989) 810–
829.
L. Stolber, Quality costs the hidden truth, The TQM Magazine, 3 (1) (1991) 7–
9.
Garrett, E. S. III, & Hudak-Roos, M. Developing an HACCP based inspection
system for the seafood industry. Food Technology, 45, ((1991) 53–57.
Messner, K, Barriers to implementing a quality improvement program. Nursing
Management, 1, ((1998), 1–8.
Motarjemi, Y., New practices in food quality and food safety, Food Technology
International, (1999), 17–19.
G. Noci, Selecting most effective quality based programs in small firms, Small
Business Economics, 8 (6), (1996) 431-447.
R.S. Kaplan, D.P. Norton, The balanced scorecard measures that drive
performance, Harvard Business Review, 70 (1) (1992) 71-79.
A. O'Neill, Quality costs in continuous improvement out, ASQC Quality
Congress Transactions, 1998.
Giuliano Noci, Giovanni Toletti, Selecting quality-based programs in small
firms: comparison between the fuzzy linguistic approach and the analytic
hierarchy process, Production Economics, 67 (2000) 113-133.
L.A. Zadeh, Fuzzy sets, Information and Control, 8 (1965) 338–353.
M.S. Kuo , J.W. Wu, L. Pei, A soft computing method for selecting evaluation
criteria of service quality, Applied Mathematics and Computation, 189 (2007)
241–254.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L., A conceptual model of
service quality and its implications for future research’’, Journal of Marketing,
Vol. 49 No. 4, pp. 41-50(1985).
Zeithaml.V, et al., "Service marketing", McGraw Hill, Singapore, (1996).37-
50.
H.M. Lee, Applying fuzzy sets theory to evaluate the rate of aggregative risk in
software development, Fuzzy Sets and Systems, 80 (1996) 323–336.
J.T. Godfrey, W.R. Pasewark, Controlling quality costs, Management
Accounting, NAA (1998) 48-51.
C.D. Heagy, Determining optimal quality cost by considering cost of lost sales,
Journal of Cost Management, 5 (3) (1991) 64-72.
R.S. Kaplan, D.P. Norton, The balanced scorecard measures that drive
performance, Harvard Business Review, 70 (1) (1992) 71-79.
اولویتبندی سرمایهگذاری درشرکتهای خدمات مسافرتی 111
Tsaur, S. H., Chang, T. Y., & Yen, C. H., The evaluation of airline service
quality by fuzzy MCDM. Tourism Management, 23, (2002) 107–115.
Benitez, J. M., Martin, J. C., & Roman, C. (2007). Using fuzzy number for
measuring quality of service in the hotel industry, Tourism Management, 28,
544–555.
Awasthi, A., Chauhan, S. S., Omrani, H., & Panahi, A. A hybrid approach
based on SERVQUAL and fuzzy TOPSIS for evaluating transportation service
quality. Computers & Industrial Engineering, (2011d), 61, 637–646.
Ming-Shin Kuo, A novel interval-valued fuzzy MCDM method for improving
airlines’ service quality in Chinese cross-strait airlines, Transportation
Research, Part E 47 (2011) 1177–1193.
Jayaram, J., Droge, C., & Vickery, S. K., The impact of human resource
management practices on manufacturing performance, Journal of Operations
Management, (1999), 18, 1–20.
[28] Seetharaman, A., Sreenivasan, J., & Boon, L. P., Critical success factors of
total quality management. Quality and Quantity, (2006), 40, 675–695.
M. Saremi , S. Mousavi, A. Sanayei(2009), TQM consultant selection in SMEs
with TOPSIS under fuzzy environment, Expert Systems with Applications 36 ,
2742–2749.
Jayaraman, V., Srivastava, R., 1996. Expert systems in production and
operations management: current applications and future prospects. International
Journal of Operations and Production Management 16, 27–44.
Bottani, E., Rizzi, A., 2006. Strategic management of logistics service: a fuzzy
QFD approach. International Journal of Production Economics 103, 585–599.
Kwong, C.K., Mok, P.Y., Wong, W.K., 2006. Determination of fault-tolerant
fabric- cutting schedules in a just-in-time apparel manufacturing environment.
International Journal of Production Research 44 (21), 4465–4490.
Qin, X.S., Huang, G.H., Zeng, G.M., Chakma, A., Huang, Y.F., An intervalparameter
fuzzy nonlinear optimization model for stream water quality
management under uncertainty, European Journal of Operational Research,
(2007) 180, 1331–1357.
Sharma, R.K., Kumar, D., Kumar, P., Quality costing in process industries
through QCAS: a practical case. International Journal of Production Research,
(2007) 45 (15), 3381–3403
صنعتی.
سید جوادین، سید رضا، 1384 ، مدیریت کیفیت خدما ، ت نشر نگاه دانش.
لاولاک، کریستوفر، 1385 ، اصول ومدیریت بازاریابی خدمات، بهمن فروزنده، نشرآموخته.
M.J. Wang, G.S. Liang, A fuzzy multi-criteria decision making approach for
robot selection, Robotics and Computer Integrated Manufacturing, 10 (4)
(1993) 267-274.
Chen, S-J., Hwang, C-L., and Hwang, F.P., Fuzzy Multiple Attribute Decision-
Making: Methods And Applications, Springer Verlag, Heidelberg, (1992).
J.V. Saraph, P.G. Benson, R.G. Schroeder, An instrument for measuring the
critical factors of quality management, Decision Sciences, 20 (4) (1989) 810–
829.
L. Stolber, Quality costs the hidden truth, The TQM Magazine, 3 (1) (1991) 7–
9.
Garrett, E. S. III, & Hudak-Roos, M. Developing an HACCP based inspection
system for the seafood industry. Food Technology, 45, ((1991) 53–57.
Messner, K, Barriers to implementing a quality improvement program. Nursing
Management, 1, ((1998), 1–8.
Motarjemi, Y., New practices in food quality and food safety, Food Technology
International, (1999), 17–19.
G. Noci, Selecting most effective quality based programs in small firms, Small
Business Economics, 8 (6), (1996) 431-447.
R.S. Kaplan, D.P. Norton, The balanced scorecard measures that drive
performance, Harvard Business Review, 70 (1) (1992) 71-79.
A. O'Neill, Quality costs in continuous improvement out, ASQC Quality
Congress Transactions, 1998.
Giuliano Noci, Giovanni Toletti, Selecting quality-based programs in small
firms: comparison between the fuzzy linguistic approach and the analytic
hierarchy process, Production Economics, 67 (2000) 113-133.
L.A. Zadeh, Fuzzy sets, Information and Control, 8 (1965) 338–353.
M.S. Kuo , J.W. Wu, L. Pei, A soft computing method for selecting evaluation
criteria of service quality, Applied Mathematics and Computation, 189 (2007)
241–254.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L., A conceptual model of
service quality and its implications for future research’’, Journal of Marketing,
Vol. 49 No. 4, pp. 41-50(1985).
Zeithaml.V, et al., "Service marketing", McGraw Hill, Singapore, (1996).37-
50.
H.M. Lee, Applying fuzzy sets theory to evaluate the rate of aggregative risk in
software development, Fuzzy Sets and Systems, 80 (1996) 323–336.
J.T. Godfrey, W.R. Pasewark, Controlling quality costs, Management
Accounting, NAA (1998) 48-51.
C.D. Heagy, Determining optimal quality cost by considering cost of lost sales,
Journal of Cost Management, 5 (3) (1991) 64-72.
R.S. Kaplan, D.P. Norton, The balanced scorecard measures that drive
performance, Harvard Business Review, 70 (1) (1992) 71-79.
اولویتبندی سرمایهگذاری درشرکتهای خدمات مسافرتی 111
Tsaur, S. H., Chang, T. Y., & Yen, C. H., The evaluation of airline service
quality by fuzzy MCDM. Tourism Management, 23, (2002) 107–115.
Benitez, J. M., Martin, J. C., & Roman, C. (2007). Using fuzzy number for
measuring quality of service in the hotel industry, Tourism Management, 28,
544–555.
Awasthi, A., Chauhan, S. S., Omrani, H., & Panahi, A. A hybrid approach
based on SERVQUAL and fuzzy TOPSIS for evaluating transportation service
quality. Computers & Industrial Engineering, (2011d), 61, 637–646.
Ming-Shin Kuo, A novel interval-valued fuzzy MCDM method for improving
airlines’ service quality in Chinese cross-strait airlines, Transportation
Research, Part E 47 (2011) 1177–1193.
Jayaram, J., Droge, C., & Vickery, S. K., The impact of human resource
management practices on manufacturing performance, Journal of Operations
Management, (1999), 18, 1–20.
[28] Seetharaman, A., Sreenivasan, J., & Boon, L. P., Critical success factors of
total quality management. Quality and Quantity, (2006), 40, 675–695.
M. Saremi , S. Mousavi, A. Sanayei(2009), TQM consultant selection in SMEs
with TOPSIS under fuzzy environment, Expert Systems with Applications 36 ,
2742–2749.
Jayaraman, V., Srivastava, R., 1996. Expert systems in production and
operations management: current applications and future prospects. International
Journal of Operations and Production Management 16, 27–44.
Bottani, E., Rizzi, A., 2006. Strategic management of logistics service: a fuzzy
QFD approach. International Journal of Production Economics 103, 585–599.
Kwong, C.K., Mok, P.Y., Wong, W.K., 2006. Determination of fault-tolerant
fabric- cutting schedules in a just-in-time apparel manufacturing environment.
International Journal of Production Research 44 (21), 4465–4490.
Qin, X.S., Huang, G.H., Zeng, G.M., Chakma, A., Huang, Y.F., An intervalparameter
fuzzy nonlinear optimization model for stream water quality
management under uncertainty, European Journal of Operational Research,
(2007) 180, 1331–1357.
Sharma, R.K., Kumar, D., Kumar, P., Quality costing in process industries
through QCAS: a practical case. International Journal of Production Research,
(2007) 45 (15), 3381–3403
)