This paper obtains the most pressing customers’ requirements about the service quality of a trade area based on the SERVQUAL model and fuzzy analytic hierarchy process(FAHP). The service quality of a trade area is evaluated comprehensively to find problems in the service quality of the trade area. An evaluating model named fuzzy comprehensive evaluation of service quality(FCESQ) is established. The result shows that the bottleneck that affects the overall service quality of a trade area includes the quality of service staff, business integrity and treatment of customer complaints. The reasons of these problems are found and analyzed, and the measures to improve service quality of the trade area are proposed, thus improving the overall competitiveness of a trade area.
CHEN Yi-zeng, YU Qi
. Fuzzy Comprehensive Evaluation of Service Quality of Trade Area Based on SERVQUAL Model[J]. Journal of Shanghai University, 2014
, 20(3)
: 296
-303
.
DOI: 10.3969/j.issn.1007-2861.2014.02.011
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