Volume 10, Number 2, December 2020
| Fuzzy linguistic-Mahalanobis distance method to measure the gap of dimension |
Jih-Kuang Chen 1
Abstract
SERVQUAL has seen plenty of studies for measuring quality of service in various areas of the industry, however, lots of disputes as well. As a reflection, modified measurement approaches have been put forward. In this paper, two main points are focused- Likert scale and Euclidean distance concept.This paper proposes a comprehensive method that integrates fuzzy linguistic and Mahalanobis distance (hereinafter referred to as “F-M Analysis”) for precisely analyzing the gap score of each dimension. This paper aims to obtain information that is more precise so as to help managers really improving the service quality and evading misuse of resources and efforts. Through case study, the method proposed is proved to be operable and effective. This method improves two major drawback: overly simplified and uncertainty of human’s semantic expression; and gap variance and the possible correlation between elements are ignored.
Keywords: Gap Analysis, SERVQUAL, Fuzzy Linguistic, Mahalanobis Distance.
1 Economics & Management College, Zhaoqing University
* Corresponding Author, E-mail: pony1146@163.com