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Mathematical Problems in Engineering
Volume 2018 (2018), Article ID 5701923, 11 pages
Research Article

Ranking of Performance Assessment Measures at Tehran Hotel by Combining DEMATEL, ANP, and SERVQUAL Models under Fuzzy Condition

Faculty of Industries and Systems Engineering, Tarbiat Modares University of Tehran, Tehran, Iran

Correspondence should be addressed to Mehrdad Kargari

Received 12 July 2017; Accepted 22 January 2018; Published 6 March 2018

Academic Editor: Giovanni Garcea

Copyright © 2018 Mehrdad Kargari. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


An effective hybrid model has been proposed by combining ANP, SERVQUAL, and DEMATEL techniques. This model aims to meet different purposes of the hotels and diverse needs of customers at different stages, that is, reservation, reception, accommodation, catering, and check-out. High quality services are ensured when customer expectations have been provided at the expectation level of the customers or beyond that. SERVQUAL model is used to assess the performance of the organizations in terms of five dimensions: responsiveness, empathy, reliability, assurance, and tangibles. Super matrix calculations and pair comparisons required in ANP model have been carried out using DEMATEL model in order to measure the influence of performance assessment measures on each other. In this paper, SERVQUAL model parameters have been considered as the expectations of the hotel clients. Then these customer expectations have been analyzed using DEMATEL model and finally have been ranked using ANP model. Parameters of SERVQUAL model are comprised of verbal and vague criteria in terms of the responses provided by the organizations and customers. This has led to fuzzy conditions in this research. The hybrid model provided better results compared with each individual model, in terms of meeting customer satisfaction and the organization’s objectives.