Application of AHP Method in Service Quality Management

This paper deals with the combination of multicriteria decision making method, specifically the AHP and SERVQUAL method and application of this combined model in business practice, in the area of service quality management. In the beginning both methods will be theoretically described and incorporated into wider context in the connection to their usage in real conditions. Main aim of this paper is combining multicriteria decision making method (specifically AHP method) and service quality measurement method (specifically SERVQUAL). This interconnection will be executed by changing the way weights are determined in SERVQUAL method. The methods' combination will be carried out by interconnecting five dimensions of SERVQUAL method, which will be used as initial criteria for AHP method and this combined system will be applied in selected organizations. The outcome will be combined system for measuring service quality with the application in the multicriteria decision making process. The research will be done in three organizations providing services. In these companies the quality will be measured by the customer's satisfaction in five areas determined by SERVQUAL method and then scales will be determined for each area. The scales will not be determined by individual respondents by assigning points like in SERVQUAL method but they will be determined by AHP method. One organization providing the best service based on given criteria will be selected based on the scale combination determined by AHP method and average customer's satisfaction evaluation by SERVQUAL method. This created model should be further applicable to measure service quality in different areas with taking into consideration more than one criterion to choose high-quality service provider.