Performance evaluation of service quality in higher education institutions using modified SERVQUAL approach with Grey Analytic Hierarchy Process (G-AHP) and multilevel grey evaluation

摘要

In today’s climate of fierce competition between countries, paying attention to the needs and demands of customers whether in manufacturing or service sector, is considered as a vital competitive edge. Managers in service sector that are under pressure of environmental factors, have focused all their services on customers’ satisfaction and this has led to the continuous improvement in the performance of service organizations. Meanwhile, customers’ expectations should be properly understood and measured. Many efforts have been made to date in order to measure the quality of services using the SERVQUAL model. In this study, we try to investigate the concepts and factors affecting the quality of services according to modified SERVQUAL model and then utilize the proposed model of Grey Analytic Hierarchy Process (G-AHP) and Multilevel Grey Evaluation in order to evaluate the quality of services in the framework of Grey Systems Theory (GST). In order to propose our method, we will conduct a case study of the performance of service quality in higher education institutions of Isfahan-Iran.