LAUSR

Service quality acts as an antecedent to customer satisfaction (CS). Evaluation of service quality in an enterprise is vital to improve productivity and increase CS. Usually, it is difficult to rate service quality due to the presence of vagueness in the available information as well as impreciseness in the physical nature of the problem. The comprehensive intention of this paper is to present a robust modified SERVQUAL based multi-criteria decision making (MCDM) method to evaluate the quality of service and its interaction with the dynamics of CS. The proposed evaluation model is a hybrid model, which integrates three popular tools of decision making at the different stage. At first stage, service quality assessment SERVQUAL with the statistical tool has employed to identify appropriate factors affecting the service quality of the telecommunication network. In the next stage, to find the appropriate weight of the different factors in the evaluation process, fuzzy Rasch method is utilized. The final stage involves the selection of the service provider with the most contented customer based on fuzzy MCDM method. Moreover, a new risk minimizing evaluative model is proposed for the study. The strength of the proposed approach is its practical applicability and ability to provide solution under partial or lack of quantitative information. The proposed model is applied for evaluating the service quality of the telecommunication industry of Jorhat, Assam with respect to 256 participants on 15 criteria. Finally, sensitivity analysis is conducted to evaluate the robustness of the proposed approach.