An Integrated Multi-Criteria Decision-Making Framework to Analyze the Higher Education Service Quality

This study aims to evaluate and rank the characteristics of service quality for higher education institutions (HEIs). The purpose is to assist managers in enhancing student satisfaction in a rapidly changing environment. The study first extends the SERVQUAL model by examining brand-new service dimensions. Next, the Interval-Valued Neutrosophic Decision Making Trial Evaluation Laboratory (IVN-DEMATEL) is used to study the interactions and dependencies between these dimensions. Afterwards, the importance levels of the affecting service dimensions are determined by the Bayesian best-worst method (B-BWM). The study shows the service dimensions’ influential relation map and their importance levels. The findings illuminate HEI service quality and have practical implications for managers seeking to improve student satisfaction. This study extends the SERVQUAL model with new dimensions and then combines it with IVN-DEMATEL and B-BWM to assess the characteristics of service quality of HEIs. The extended model and methodology provide a novel approach to studying service quality in a rapidly changing environment. The results can assist managers in the service sector to prioritize customer satisfaction and make necessary adjustments ahead of time due to the impact of different external factors. The study provides insight into the characteristics of service quality that can be improved to enhance student satisfaction in HEIs. Improving service quality in HEIs can contribute to the development of a more educated and skilled workforce, which can have positive social implications for communities and societies.