Using fuzzy AHP and fuzzy TOPSIS for strategic analysis measurement of service quality in banking industry

The purpose of this research is to realise how organisations have been sustaining their growth through applying service quality. Considering that Mellat, Melli and Central Saderat banks in Semnan have been brought for this research as statistic population. Numbers of experts participating in the study were 30 persons who were interested in improving discussion. The main tools used for gathering the data in this study were company records and questionnaire. In this study, banks including private bank, state-owned bank, semi-private bank were ranked regarding to sub-scales related to different levels of service quality factors and tangibles, empathy, responsiveness, reliability, assurance, information quality, professionalism sub criteria of banking industry by using fuzzy analytic hierarchy process (FAHP) and fuzzy TOPSIS. The results obtained from both methods indicate that private bank is more important than semi-private bank and owned state bank in banking industry. According to the service quality factors, it is concluded that reliability is superior to other factors and then responsiveness, information quality, assurance, tangibles, empathy and professionalism are at the next rank, respectively. According to the reliability scale, it is concluded that specialisation is more important than other factors.