earticle

영어

Since service industry contains intangibility, perishability, inseparability and heterogeneity, it makes peoples more difficult to measure service quality. Therefore, this study applies the Fuzzy Set Theory and Analytic Hierarchy Process(AHP) to evaluate the service quality in subjective environment. Fuzzy Set Theory helps to measure the ambiguity of concepts that are relative to human being's subjective judgement. Also, this study utilizes AHP method to evaluate the preference weights of service quality dimensions(tangibility, reliability, responsiveness, assurance, empathy) for customers.Finally, by synthesizing weights(derived from AHP) and defuzzy value(derived from Fuzzy numbers), outcome of this study provides not only synthetic judgment of service quality performance but also competitive factors(or non-competitive factors) between competitors.