A Service Quality Model for Metaverse: An Application for Supply Chains using Interval Valued Intuitionistic Fuzzy AHP Method

In recent years, unstoppable developments in technology have caused radical transformations all over the world. With the introduction of spatial computing technologies such as virtual reality (VR), digital twin, augmented reality (AR), and mixed reality (MR), Metaverse has become one of the most popular topics in the business world, and people frequently talk about it. Metaverse has transformed the service provided to customers to a completely different dimension, a mixture of the real world and the virtual world, causing a change in the customers’ understanding of service quality. For this reason, this study focuses on how to measure metaverse service quality. For this purpose, a generic model is proposed in the study based on a literature survey and the opinions of industrial experts. The proposed model’s validity, applicability, and suitability have been tested with an application in Turkey’s supply chain area. The criteria weights of the proposed model within the scope of this application were calculated using the analytical hierarchy process (AHP) method, which is one of the multi-criteria decision-making methods. However, real-life problems based on expert opinions contain complexity and uncertainty, and in addition, human perception in decision-making processes brings intuition and hesitation. For this reason, the classical AHP method was expanded to interval-valued intuitionistic fuzzy (IVIF) sets. The study’s results reveal that immersive interaction and experience dimension is a priority, and supply chains should primarily consider issues such as customer centricity, blockchain-enabled traceability, and social interaction to increase their metaverse service quality performance.