RANKING SERVICE QUALITY USING MULTI-CRITERIA DECISION-MAKING METHODS: EXAMPLE OF ERZURUM PROVINCE

In the tourism sector, where competition conditions are getting stiffer, some of the essential factors to hotels stay operational include the need to achieve a sustainable structure and meet the needs and expectations of customers. One of the ways to ensure that the customer expectations and needs are met at the desired level is through service quality factors which are considered to increase customer satisfaction.This study aims to establish the service quality criteria in three-star hotels in Erzurum and to rank the importance levels of the determined criteria. The SWARAmethod was used to weight the determined criteria.The results of the SWARAmethod show that the “Price Availability” was the most important service qualitycriteria in three-star hotels. This was followed by "Courtesy and Respect Level", "Reliability", "Service and Process Flexibility", "Restaurant Service Quality" and "Cleanliness" respectively. The criteria considered as the least important include "Quality of Housekeeping" and "Front Office Service Quality".