Application of FAHP Approach to Assess Service Quality

In order to remain competitive in developing markets, improving the service quality is a key strategy for firms. As service satisfaction of dealers directly impacts production sales, firms are especially concerned with increasing and maintaining the service quality, as well as identifying why service satisfaction decline. This paper proposed an approach within the Fuzzy Analytic Hierarchy Process (FAHP) framework with specific service quality dimensions based on SERVQUAL approach for tackling the imprecision and uncertainty of service satisfaction during service process, where fuzzy triangular numbers are used to de note the decision-makers´ judgments. Finally, through collect data to judge the result by FAHP, considerable value for the firms to improve its´ service quality could be obtained.