Prioritizing Service Organizations Based on Classified Service Quality Dimensions by MADM and mportance-Performance Analysis

Document Type: Research Paper


1 Department of Management, University of Isfahan, Isfahan, Iran

2 Department of Industrial Engineering, Najafabad Branch, Islamic Azad University, Isfahan, Iran


Current study aims to prioritize four-star hotels through a
two-step procedure: firstly, classifying service quality dimensions (SQDs)
based on Importance-Performance Analysis and secondly prioritizing
hotels based on classified SQDs analysing the results. To reach that aim,
the customers of three 4-star hotels were considered and asked to state
the quality of the service they expected to receive prior to its delivery
as well as their feelings toward it after they received the service. Then,
Importance-Performance Analysis was used to classify SQDs. Finally, we exploited TOPSIS and Shannon Entropy to prioritize Hotels.
The method taken in this paper, which first categorizes SQDs, is
rather noble. Findings revealed that among the 12 dimensions of service
quality, Competence, Tangibles and Price are the most crucial factors,
and hence should receive more attention in hospitality industry. The results
of this research may provide insightful hints to the hotel managers
about those aspects of service that form their customers’ perception of
service quality.
The findings can also help the practitioners to assign resources appropriately
and offer a more competitive service to the customers through
paying attention to those factors of service which are of critical importance
in this industry.