Identifying and Prioritizing Factors Affecting the Quality of After-Sales Services with a Hybrid FUCOM and ARAS Techniques Under Uncertainty (Case Study: Mobile Phone Industry)

Organizations can no longer overlook customer expectations and should focus their efforts and resources on ensuring customer satisfaction. The aim of this research is to identify and prioritize the factors that impact the quality of after-sales services. To achieve this goal, a new hybrid method combining FUCOM and interval fuzzy ARAS has been utilized, with the mobile phone industry as the selected case study. A total of ۱۶ evaluation criteria, based on key dimensions of the SERVQUAL model that significantly influence the quality of after-sales services, have been identified. These criteria, in order of importance, include assurance, reliability, responsiveness, empathy, and tangibility. Considering the importance of these factors and the ranking of service levels, it is recommended that service providers prioritize transparency, quality assurance, innovation, customer interactions, feedback mechanisms, online presence, and organizational values when designing their service offerings. When analyzing the evaluation criteria without factoring in service levels, the criteria of service guarantee, professionalism, and competence emerge as the most critical factors.

کلیدواژه ها:

Service Quality Measurement ، After-Sales Service ، FUCOM ، Interval Fuzzy ARAS