ranking of the competitive service quality factors using fahp and fuzzy topsis techniques

the purpose of this research is to realize how organizations have been sustaining their growth through applying service quality. regarding the thematic nature of research model, experts’ opinion in central bank, melli bank as a representative of commercial banks, saderat bank as the representative of specialized banks and parsian bank as the representative of private banks have been selected. considering that parsian, melli and central saderat banks in semnan have been brought for this research as statistic population. numbers of experts participating in the study were 03 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, commercial bank and specialized bank were ranked regarding to sub-scales related to different levels of competitive service quality factors and tangibles, empathy, responsiveness, reliability, assurance, information quality, website design and personalization sub criteria of banking industry by using fuzzy analytic hierarchy process (fahp) and fuzzy topsis. the results obtained from fuzzy topsis method indicate that private bank is more important than specialized bank and commercial bank in banking industry. according to the competitive service quality factors, it is concluded that reliability is superior to other factors and then responsiveness, information quality, assurance, tangibles empathy and website design and personalization are at the next rank, respectively. according to the reliability scale, it is concluded that specialization is more important than other factors.