A Method for Evaluating Service Quality Considering Customers' Psychological Behavior

摘要

Service quality evaluation is of great importance to service organizations. It should be noted that most of the existing studies about service quality evaluation assume customers are completely rational or loss neutral. This paper develops a new method for evaluating service quality based on reference dependence and loss aversion. In this method, the psychological behaviors of customers in reality are considered. Firstly, the customers' expected service quality is regarded as the reference point and the service quality gains or losses with respect to each criterion are calculated according to PZB gap model. Then, based on loss aversion, the value of service quality gains or losses can be calculated by the value function of cumulative prospect theory. And then the comprehensive performance of service quality for each evaluation object is calculated and the ranking result is obtained on the basis of the comprehensive performance of service quality. Finally, a numerical example is used to illustrate the feasibility and validity of the proposed method.