Abstract:
Servicescape of hotels has a great importance in determining customers’ evaluations of the expected service quality, thus, evaluating the servicescape quality (SSQ) of hotels should be crucial for most the hotel industry. Therefore, this study examines the SSQ measures to construct a multi-dimensional hierarchical model for the hotel industry. A model is proposed to evaluate and rank 5-star hotels operating in the Region of Cappadocia in Turkey by applying a hybrid fuzzy multi-criteria decision-making (MCDM) approach. In this approach, fuzzy analytic hierarchy process (FAHP) applied in obtaining criteria weights which is integrated with fuzzy Additive Ratio Assessment (ARAS-F) in evaluating and ranking hotels. The findings of the study reveal that interior factors of a servicescape is more important and exterior factors. The hybrid approach enables the hotel managers to understand more clearly which quality factors of servicescape are more important, and to help them improve the servicescape elements to gain a competitive market advantage.
