ASSESSMENT OF SERVICE QUALITY USING SYNERGIES OF FUZZY SERVQUAL, FUZZY KANO’S MODEL, AND FUZZY ANALYTIC NETWORK PROCESS INTO QFD

Abstract

The essence of banking service will always be service quality. To gain customer satisfaction, enhance market rivalry, and achieve sustainable performance. The primary goal of this article is to identify the primary factor contributing to high customer dissatisfaction and poor service quality in bank services. This article synergies fuzzy SERVQUAL, fuzzy Kano model, and fuzzy analytic network processing into QFD. Structured survey questions based on SERVQUAL and Kano models were developed and disseminated to collect data. According to the findings, the bank should offer the promised service within the time range, respond to client concerns immediately, and supply appropriate service within the time frame. Furthermore, an employee should give timely care to the client; the employee should never be too busy to respond to customer demands and inform the consumer when service is delivered. In conclusion, focusing on customer requirements can enhance the bank's service level, which increases customer satisfaction.