Volume 12, Number 2, December 2022
| Measuring Service Quality by Fuzzy Linguistic Asymmetric Inverted Normal Loss Function Approach |
Jih Kuang Chen 1*
Abstract
SERVQUAL was developed by Parasuraman et al., it has been widely accepted in the domain of service quality measurement. However, there are still many arguments raised, especially the problem of the linear scale and Likert scale. This study proposed an approach that using Fuzzy Linguistic scale instead of Likert scale, via asymmetric Inverted Normal Loss Function (INLF) to translate the gaps of SERVQUAL. This approach can effectively overcome the previous faults and explain its feasibility and effectiveness via discussions and verification of the case studies.
Keywords: SERVQUAL, Loss function, Fuzzy Linguistic, Service quality
1 Associate Professor, College of Economics & Management, Zhaoqing University.( E-mail: jkchen1146@163.com)