Multi-Attribute Measurement Framework of Service Quality using Interval-valued Pythagorean Fuzzy in Emerging Markets

Abstract

Abstract The purpose of this study is to develop a quantitative assessment of service quality for grocery stores operators to translate the customer’s expectations and perceptions into measurement framework specifications- taking the emerging market context as our reference. The service quality is computed using human assessment. The newly developed framework with interval-valued Pythagorean fuzzy to access the service quality have an added advantage of handling vague human assessments, which is lacked by conventional service quality assessment techniques. Therefore, this study proposed a two-phase service quality analysis using an extended interval-valued Pythagorean fuzzy approach. Firstly, the number of service quality dimensions are identified with a systematic literature review, and secondly, the rank of factors and proposed measurement framework by the interval-valued Pythagorean fuzzy approach. Although, this study results confirmed that tangibility and reliability are the major service quality dimensions from the customer’s expectations. The originality of the present study aids grocery store operators to take group decision-making on high-priority areas so that resources can be properly deployed to meet people's mobility needs.