Purpose: The purpose of this paper is to apply a Fuzzy Analytical Hieratical Process model FAHP for estimating students' importance indexes problem, where the measures of students' attitudes and responses are often uncertain or difficult to determine by using non-fuzzy model. Fuzzy set theory treats a kind of uncertainty called fuzziness. It shows that the boundary of "yes" or "no" is ambiguous and appears in the meaning of words or included in the subjunctives or recognition of human beings. Design/methodology/approach: This paper adapts FAHP to analysis students' satisfaction for the services submitted by the university to enhance learning process and circumstance environment for students, this area of researches is still out of university importance. For the purposes of the survey, questionnaires were designed for all the factors which are affecting in students' satisfaction and most probably all these factors are taken according to their suitable priority. There were five main criterions in the questionnaires. Criterion one focuses on administrative university services Si, the second criterion concentrate with teaching and learning process Ti, while the third criterion is university climate and student activities Ai, the fourth criterion covers the administrative facilities Fi, and the fifth criterion is learning facilities students Li, were asked to measure their perceived experiences with those criterions. Each criterion contains some of sub criteria. Findings: The results illustrate that the quality of teachers T1, Opportunities for recreational activities A1, fair evaluation for students T6, and remedial support A3 are the most important indexes for students. The proposed model would help decision-makers to enhancement the quality of the services and may be adding other facility to make the university more attractive. Research limitations/implications: This paper makes some assumptions such as the number of sample are taken from seven colleges only and not cover all colleges in the university and concentrated about the final levels. Originality/value: This paper introduces fuzzy theory with AHP approach to the research of university services as customers in public firms and it has reached some valuable conclusions, which has opened up a new field of study in the universities services area.
- Fuzzy AHP, Multiple Attribute Decision Making MADM, Customers loyalty.
e-ISSN: 2319-183X, p-ISSN: 2319-1821 Source Type:
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