Performance evaluation of services quality in higher education institutions using modified SERVQUAL approach with grey analytic hierarchy process (G-AHP) and multilevel grey evaluation

• Main Authors: Mohsen Zareinejad, Mohamad Amin Kaviani, Mohammad Javad Esfahani, Fatemeh Takamoli Masoule
• Format: Article
• Language: English
• Published: Growing Science 2014-04-01
• Series: Decision Science Letters
• Subjects: SERVQUAL; Modified SERVQUAL; Quality of services; G-AHP; Multilevel Grey Evaluation
• Online Access: http://www.growingscience.com/dsl/Vol3/dsl_2013_55.pdf

In today’s climate of fierce competition, there is a necessity to pay especial attention on customer demands either in manufacturing or service sector. Managers in service sector are under pressure in terms of environmental factors, they focus on customers’ satisfaction and this has led to the continuous improvement in the performance of service organizations. Meanwhile, customers’ expectations should be properly understood and measured. There have been various efforts to measure the quality of services using the SERVQUAL model. In this study, we try to investigate the concepts and factors influencing the quality of services according to modified SERVQUAL model and then utilize the proposed model of Grey Analytic Hierarchy Process (G-AHP) and Multilevel Grey Evaluation in order to evaluate the quality of services in the framework of Grey Systems Theory (GST). In order to propose our method, we will conduct a case study of the performance of service quality in higher education institutions of Isfahan-Iran.