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A fuzzy approach to service quality diagnosis

Saeid Saeida Ardakani (Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran)
Majid Nejatian (Faculty of Management and Economics, Tarbiat Modares University (TMU), Tehran, Iran)
Mohammad Ali Farhangnejad (Faculty of Management and Economics, Tarbiat Modares University (TMU), Tehran, Iran)
Mehran Nejati (Graduate School of Business (GSB), Universiti Sains Malaysia (USM), Penang, Malaysia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 2 February 2015

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

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited