Designing a mathematical model for indicators of service quality in the tourism industry based on SERVQUAL and Rembrandt methods

The present study investigates the 'road map' of service quality in the tourism industry in Iran. The priority dimensions and indicators of SERVQUAL for allocating limited resources such as time, budget, and human resources to quality improvement programmes (QIPs) were determined. The Rembrandt method, an improved form of analytical hierarchy process (AHP), was used to prioritise indicators for implementation of QIPs in travel agencies. To improve customer satisfaction, travel agencies must focus on various vital issues with varied degree of preferences. Since their resources are limited, they must also choose the most efficient QIPs to implement. The present study aims to identify the most important dimensions and indicators of each issue and rank them based on the quality of service. This 'road map' will enable travel agencies apportion their limited resources more efficiently, in order to improve their services.