Fuzzy MCDM approach to select service provider

Investigators have shown that service quality perceptions are multi-dimensional and multi-leveled. However, from the strategic and competitive points of view, marketers would like to know which service quality dimensions or levels are more important when a customer evaluates the quality of service they provide. Since service quality is basically determined by subjective perceptions and feelings towards each of the evaluated criteria, the fuzzy MCDM (Fuzzy Multiple Criteria Decision Making, FMCDM) approach can explain more effectively how customers make their evaluation of service quality and select the service provider, and is recommended for practical use. The approach is illustrated using an empirical example in the fast food industry. The results demonstrate the applicability and usefulness of this approach.