A holistic fuzzy approach to create competitive advantage via quality management in services industry (case study: life-insurance services)

摘要

Purpose - In today's highly competitive business environment, the main approach of all businesses is to optimally provide customers' requirements and gain their satisfaction and trust. The process of value creation for customers consists of value chain activities which are concentrated on providing maximum level of customers' needs. The purpose of this paper is to propose a holistic model by which the quality, the transferred value to customers and the firm's competitive advantage would be improved simultaneously under budget constraint.