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

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.