Evaluation and Prioritization of Factors Affecting Service Quality With MCDM Approach

Today, hotel management is one of the most dynamic sectors of the tourism industry, which plays an important role in attracting tourists. Hotels are a reflection of the different needs and tastes of the customers of this market. The success of companies in this industry also depends on how to meet the needs of tourists and provide services according to their needs and interests. The aim of this study was to evaluate and prioritize the factors affecting the quality of services with the MCDM approach.

The research method was qualitative-quantitative. In this study, first through interviews with experts who were selected through purposive sampling, then by analyzing the content, effective factors were extracted and the Ahp technique was used.

Ahp results showed that out of 5 factors extracted were hotel design style, scope and variety of hotel services, hotel staff attitude, hotel management and creativity and innovation.

The criterion of hotel design style with normalized weight of 0.292 had the highest priority and the criterion of scope and variety of hotel services with similar weight of 0.235 is in the second priority and the criterion of hotel management with normal weight of 0.182 was in the third place.