Prioritization of Investments in Travel Agencies

Decision making about selecting quality-based programs is a sensitive problem in the firms looking for effectiveness and profitability advantages. The aim of this paper is to utilize Simple Additive Weighting (SAW) method to deal with prioritizing quality-based investments in service firms under fuzzy environment. For this purpose, at first, alternatives (types of investment) will be identified.Then, exogenous preferences are identified according to the competitive environment and endogenous preferences are determined using the Five-Gaps Model of service quality and gaps analysis. Finally, between different types of investment, the best option is recommended. Also, a real case – a travel agency – is studied to demonstrate the proposed method. The results indicate that the Five- Gaps Analysis model combined with multiple criteria decision making(MCDM) and fuzzy set theory have high ability in evaluation of quality-based programs in service firms.