Evaluating Airline Service Quality Using Fuzzy DEMATEL and ANP

A hybrid fuzzy MADM method is proposed in this paper for evaluating airline service quality. Fuzzy set theory is used since it helps in measuring the ambiguity of concepts associated with human being’s subjective judgment. After reviewing service quality evaluation models especially in airline industry, SSQAI model was adopted as a construct for evaluating airline service quality in Iran. Fuzzy DEMATEL was applied to determine the degree of influence and impact of criteria on each other and extract cause and effect relations between them that helped in ranking criteria based on degree of relationship. Then, ANP network map was constructed based on the relation map generated from Fuzzy DEMATEL analysis. Fuzzy ANP approach assisted in prioritizing criteria based on the need for improvement and enabled in a more accurate measurement in decision making process taking the advantage of using linguistic variables. Fuzzy DEMATEL results demonstrates that expertise, Problem-solving, and conduct has the most influence on other factors and in opposite Valence, Waiting Time, Comfort are the factors which get the most impact from other factors and according to Fuzzy ANP analysis Valence, Convenience, Problem-solving, and Safety&Security are the factors with most priorities that need improvement.