PRESENTING A HYBRID APPROACH TO FUZZY HOUSE OF QUALITY, SERVQUAL AND KANO ANALYSIS: PARDIS HOTEL OF RASHT

The world economy is increasingly characterized as a service economy. This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. In fact, the growth of the service sector has long been considered as an indicator of a country's economic progress. The hospitality industry is a broad category of elds within the service industry that due to its fundamental in uence on national economy is one of the most sensitive elds to the matter of quality. Therefore, application of methods such as House Of Quality (HOQ) can be a big step forward in maximizing the customer satisfaction. Initially we investigated 31 essential customers' expectations from services of Rasht Pardis Hotel and then we prioritized these needs and carried out the Servqual and Kano analysis by sending out corresponding questionnaires to 390 customers. Afterwards, by means of house of quality, the proper acts and corrective actions to meet customers' needs is determined and prioritized. All this survey is done under rectangular fuzzy environment. The results acquired from this research can determine the priority of needs and correction actions, classify customer preferences to meet the customers' expectation at the highest possible. Results demonstrate that most important demands are respectively secure rooms, tidy and clean beds and blankets and well-designed Cafas and restaurants. Furthermore, entertainment facility for kids and 24*7 exchange centers and medical services have respectively the biggest gap to the desired conditions. Kano analysis show that 31 customers' expectations, 4 are must-be, 22 are attractive and the other 4 are one-dimensional qualities. Also, Activities Hiring well trained sta, hiring skilled technicians, Mechanization of dishwashing, cloths washing and etc., Codication of health and sanitary principles to insure quality and Creating website for online services such as reservation are the activities that have the highest importance level.