Criteria prioritisation of tourist satisfaction from long-distance transportation services: combined fuzzy AHP and SERVQUAL approach

Abstract

It is necessary to identify criteria affecting customer satisfaction from transportation systems and their impact on relevant industries. This study investigates and prioritises expectations of tourists from long-distance transportation services. Tehran (capital of Iran) to Yazd is chosen as the case study of this research. SERVQUAL survey was developed and distributed on this route at different modes. First, data from survey distribution are weighted based on the importance of each criterion and sub-criteria and then prioritised using a fuzzy AHP method. The results show that responsiveness is the most crucial criterion. It also depends on the type of the trip (educational, recreational or business) that may have a significant impact on selecting the most important criteria from their perspective. The results can lead to efficiency improvements in transportation systems as well as providing better facilities to attract more tourists. These insights can help managers and policymakers in planning and promoting tourist satisfaction.