Title: Designing a mathematical model for indicators of service quality in the tourism industry based on SERVQUAL and Rembrandt methods

Authors: Amir Karbassi Yazdi

Addresses: Young Research and Elite Club, Islamic Azad University, South Tehran Branch, Number 173, Third floor, Building of Research Deputy, Tehran, Iran

Abstract: The present study investigates the 'road map' of service quality in the tourism industry in Iran. The priority dimensions and indicators of SERVQUAL for allocating limited resources such as time, budget, and human resources to quality improvement programmes (QIPs) were determined. The Rembrandt method, an improved form of analytical hierarchy process (AHP), was used to prioritise indicators for implementation of QIPs in travel agencies. To improve customer satisfaction, travel agencies must focus on various vital issues with varied degree of preferences. Since their resources are limited, they must also choose the most efficient QIPs to implement. The present study aims to identify the most important dimensions and indicators of each issue and rank them based on the quality of service. This 'road map' will enable travel agencies apportion their limited resources more efficiently, in order to improve their services.

Keywords: service quality; SERVQUAL; Rembrandt method; road map; tourism industry; mathematical modelling; tourist services; Iran; analytical hierarchy process; AHP; travel agencies; customer satisfaction; quality improvement.

DOI: 10.1504/IJPQM.2015.069640

International Journal of Productivity and Quality Management, 2015 Vol.15 No.4, pp.511 - 527

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 15 Apr 2015 *

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