Application of the fuzzy TOPSIS methodology for garage service provider selection based on the Gummesson ۴Q service quality management model

Quality management in the garage service sector is a major issue in Ethiopia for both businessmen and customers. To improve the service quality management system and determine the best option, a model has been developed that integrates MCDM techniques with the service quality management model. The different service quality management models, including the Gummesson ۴Q, have been considered in previous literature; however, their integration with the FTOPSIS methodology has not been studied. In filling this gap, in this research, firstly literature review regarding the service quality management models and MCDM tools, including FTOPSIS, has been conducted to depict the areas in which the models are applied. Second, among the models, due to its nature of providing high-quality service quality management opportunities, Gummesson’s ۴Q model, with its dimensions, namely designed quality, product quality, delivery quality, and relational quality, was selected for this study as the comparison criteria. Finally, an FTOPSIS methodology was applied to prioritize garage service providers. According to the methodology, the results showed that A۱, A۵, and A۴ are the best garage service providers with the Closeness Coefficients (CC) of ۰.۴۶۹, ۰.۴۶۶, and ۰.۴۵۸, respectively. As the main implication and contribution, the research procedures, framework, model, and obtained results using the developed methodology can help the sector investors adjust their internal resource capacity toward ascertaining the required service quality, and for end customers to perceive quality and a high level of satisfaction.  Explicitly, the managerial implications of this study are defined as its importance for strategic decision making, enhancing customer satisfaction, guiding resource allocation, and providing quality improvement initiatives. In addition, it is also helpful for practitioners, academicians, researchers, and policy makers to determine the service quality through the designed management system to provide a possible solution within the sectors and similar sectors.

کلیدواژه ها:

FTOPSIS methodology ، Garage service ، Gummesson ۴Q model ، MCDM technique ، Prioritization alternatives ، Service quality management