Intuitionistic Fuzzy AHP Based Strategic Analysis of Service Quality in Digital Hospitality Industry

摘要

The leisure, travel, tourism and hospitality industry have been one of the sectors that contributed to the most to the global economy and employee deployment from the past to the present. However, with the rapid technological developments in recent years and the guests who have adapted to these developments, the companies operating in this field have started to feel the need to respond to changing behaviors and demands. The effects of digital transformation have begun to appear in the hospitality industry. However, the service quality phenomenon that determines the performances of the firms and provides them competitiveness and profitability has continued to exist. Companies need to focus on service quality from another perspective. In this study, strategic service quality analysis was performed with the digital transformation perspective in the hospitality industry. The SERVQUAL model, a classic service quality model, has been rearranged with a digital transformation perspective and a new service quality model is proposed for the digital hospitality industry. Criteria weights are obtained by the analytic hierarchy process (AHP) which is one of the multi-criteria decision-making techniques. Evaluation processes of decision makers and calculations are carried out in intuitionistic fuzzy (IF) environment to eliminate uncertainties and vagueness. Priority weights are used to rank the criteria.