The evaluation of service quality using generalized Choquet integral

In view of the compatibility between psychology and linguistic terms, this study generalizes the standard Choquet integral, whose measurable evidence and fuzzy measures are real numbers. The proposed generalization can deal with fuzzy-number types of measurable evidence and fuzzy measures. In comparison with the previous research on service quality and fuzzy sets, this study integrates the three-column format SERVQUAL into the generalized Choquet integral. A numerical example evaluating the overall service quality of e-stores is provided to illustrate how the generalized Choquet integral evaluates service quality in the three-column format SERVQUAL. This integral is also compared with the possibility/necessity model when measuring service quality.