Integrated model of hot spring service quality perceptions under uncertainty

Integrating service quality perceptions from customer expectation and employee performance groups in subjective and objective functions are the main concern of service business today. However, to evaluate service quality criteria in linguistic preferences are difficult to present as exact numerical values. Hence, this study proposes a fuzzy extension of Decision Making Trial and Evaluation Laboratory (DEMATEL) in perceptions to address intertwined criteria by applying fuzzy set theory to evaluate the subjective and objective functions and applies extension of DEMATEL to evaluate the model for strategic goals. The empirical result shows that two groups of perceptions can be combined into a visual model to further develop the strategic concerns.

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► This empirical study of L.J. hot spring located in Guanziling, Taiwan is presented using Fuzzy EDEMATEL to demonstrate an integrated cause and effect diagram.
► The contribution is to propose the subjective and objective parameters to be considered in extension of DEMATEL under uncertainty and provides empirically proven explanations for management to differentiate the effects of customer expectation and employee performance integration efforts under uncertainty.