Fuzzy Evaluation of Service Quality in the Banking Sector: A Decision Support System

摘要: This study aims at proposing a modified 7-category fuzzy SERVQUAL to measure service quality for the banking sector. We have added new categories conventional account impacts of bank’s Corporate Social Responsibility (CSR) initiatives, and e-banking. A questionnaire was distributed among banks’ customers criteria’s weights, perceived performance expected performance. use criteria test proposed index three largest Iran’s banks, namely: Bank Melli Iran, Mellat Saderat Iran which henceforth will be referred as banks A, B, C throughout study. simple Decision Support System (DSS) devised determine most successful bank with regard CS using Gap model. The result this showed that B has lowest weighted performanceexpectation gap (-0.051) banks. It also highest average score in all dimensions rank best on 22 out 30 criteria. Finally, sensitivity analyses are conducted assess impact weights numbers evaluation/ranking process. resultant helps managers micro, meso macro levels detect frailty zones atone dissatisfying functions.