Strategic Analysis of Service Quality Based on Problem Structuring Approach According to Assimilating the Fuzzy Gray Relational Analysis and SWOT method(Case study: Municipality of zone 3, YAZD)

Identifying the consumer expectation and perception of service quality is a major step in codifying quality planning. But perfect analysis in this subject according to the strategic nature of service quality is most important. Providing a suitable structure for the service quality is a fundamental necessity. The purpose of this study is to provide a model for developing and evaluating programs to improve the municipality of Yazd service quality. The population of this study is the consumers of the municipality of Yazd. Data analysis is carried by combining SERVQUAL model and the SWOT model using fuzzy gray relation analysis. In accordance with the results of data analysis، dimensions of accountability، reliability and assurance of service quality was identified as an opportunity to improve the service quality.