A novel p, q quasirung orthopair fuzzy decision-making framework for assessing service quality: A case study on hotel industry

Identifying the right attributes and designing a memorable service experience are pivotal to the hotel’s success. The present work aims to conduct a multi-perspective evaluation of the hotel's Service Quality (SQ) performance in this context. The present work proposes an innovative Multi-Criteria Decision Analysis (MCDA) framework that utilizes the Symmetry Point of Criterion (SPC) and Evaluation based on Relative Utility and Nonlinear Standardization (ERUNS) methods. The ongoing work utilizes p, q-Quasirung Orthopair Fuzzy Numbers (p, q-QOFN) to mitigate the subjective bias associated with experts’ opinions. The p, q-QOFN provides decision-makers greater flexibility in selecting membership and non-membership degrees. The attributes to evaluate the hotels are derived from the extended theoretical framework of SERVQUAL. The data analysis reveals that A۱۰ (Understanding the customers), A۸ (Convenient access), and A۱ (Tangibility) are the most significant SQ attributes. The evaluation of the hotels reveals H۸ and H۷ as the top performers. The closeness of the Final Performance Scores (FPS) highlights the intense competition among players and underscores the need to improve SQ continually. A comparison of several other MCDA models with ERUNS confirms its reliability, while the sensitivity analysis shows that the SPC-ERUNS framework yields stable results. The SPC-ERUNS framework does not require any normalization and allows decision makers to flexibly select the interval for standardizing the initial decision matrix. The present study offers an innovative and robust decision-making approach while providing a comprehensive evaluation framework for practitioners.

کلیدواژه ها:

Service Quality ، Servqual ، hospitality ، p q-Quasirung Orthopair fuzzy numbers ، SPC ، ERUNS