A Fuzzy SERVQUAL Based Method for Evaluated of Service Quality in the Hotel Industry

Abstract

Quality affects the performance of the product or service as well as customer satisfaction. This fact is genuinely important when it comes to how the consumer interprets the satisfaction that service provides and the judgment of the buying process as a whole. Considering that, service quality is an abstract and elusive construct due to three characteristics of services: intangibility, heterogeneity, and inseparability of production and consumption. In that way, we define service quality as perceived by the customer. In addition, the perceived quality is the comparison between the perception and customer expectation. Customer expectations are the expected service, arising from needs. However, these can be more or less demanding than the real needs. Perceptions are how the customer perceives the service provided, assessing whether this was appropriate or not. Thus, for service providing organizations the interpretation of customer needs is critical. Superior performance in services strengthens competitiveness and establishes a relationship with the customer, consolidating the brand and communication with the market, etc. This paper aims to evaluate the quality of a large hotel through the fuzzy SERVQUAL and fuzzy AHP. The results showed that the services have many gaps to be improved.

Pengaruh Perceived Service Quality Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Variable Intervening Di Hotel Kartika Graha Malang

“…Stefano et al, (2015) juga berpendapat sama bahwa service quality dipengaruhi oleh pelayanan yang dirasakan dan layanan yang diharapkan. Menurut Vazquez et al (2000), dikatakan bahwa dalam sebuah layanan, ketika ekspektasi melebihi dari harapan akan disebut bahwa pelayanan tersebut adalah memuaskan, dan dianggap buruk/ tidak memuaskan ketika ekspektasi tidak sama dengan harapan atau dibawah standart harapan konsumen.…”

Structural Equation Model: Influence on Tourist Satisfaction With Destination Atributes

“…Regarding methods to evaluate customer satisfaction, these vary in their mathematical treatment, from the oldest ones known as the SERVQUAL (Stefano et al 2015) to more current or less used ones such as the use of fuzzy logic (Saeedpoor et al 2015), genetic algorithms (Hao et al 2015), structural equations (Aktepe et al 2015a(Aktepe et al , 2015bSatsanguan et al 2015), or more recently as neural networks (Leong et al 2015), among others. Each of them with their usefulness and limitations regarding their requirements to be applied, or the results they give.…”

“…In order to identify the attributes and interrelations that exist between them, to explain customer satisfaction, a number of mathematical treatments have been used from the most recognised SERVQUAL (Stefano, Casarotto Filho, Barichello and Sohn 2015) to more current ones such as the use of fuzzy logic (Saeedpoor, Vafadarnikjoo, Mobin and Rastegari 2015), quantitative methods (Bandaru, Gaur, Deb, Khare, Chougule and Bandyopadhyay 2015), genetic algorithms (Hao, Yu, Law and Fong, 2015), Bayesian statistics (Coussement, Benoit and Antioco 2015), neural networks (Leong, Hew, Lee and Ooi, 2015), and structural equations Toklu 2015a, 2015b;Satsanguan, Fongsuwan and Trimetsoontorn 2015), among others.…”

Applying revised gap analysis model in measuring hotel service quality

“…Previous studies (Brown et al 1993; Babakus and Boller 1992; Martin 2003; Han and Baek 2004; Gonzalez et al 2008; Wei et al 2011; Stefano et al 2015) have applied SERVQUAL to measure Gap 5 and Gap 5 has functional relationships with Gaps 1–4 in the PZB model. However, these relationships are problematic because the individual measurement of a gap cannot be determined by combining the gaps.…”