MODIFIED MULTI-CRITERIA METHODS FOR IMPROVING SERVICE QUALITY

Abstract

The development of the new and the modification of existing methods for improving the measurement of service quality is a basic prerequisite for the successful business of hotels, as well as their survival on the global market. The main objective of this paper is the modification of the ENTROPY and VIKOR methods, for the purpose of simplifying the measurement of service quality. In order to take account of the different guest expectations in hotels in cities, mountains and spas, the modification of the ENTROPY method has been performed with the aim of calculating the weight coefficients for each criterion within each alternative, i.e. calculating the weight coefficients for each dimension of service quality, separately for hotels in cities, hotels in mountains, and hotels in spas. Based on weight coefficients and the modified VIKOR method, the ranking of hotels has been carried out with regard to service quality. The modified multi-criteria methods provide adequate information to hotel managers on the extent to which the services provided in their hotel match the expectations of their guests, as well as on the service quality offered by the competitors.