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A fuzzy approach to assess service satisfaction values of retailers is discussed in this paper, which has been developed from fuzzy assessment methods and applied to questionnaire analysis of retailers' service satisfaction. Subjective judgments are often vague and it is not easy for retailers to express the satisfaction of service quality using an exact numerical value, and suggest the necessity of using a fuzzy approach. Applying the fuzzy approach, service satisfaction values are identified and organized into five basic service types service of client manager, ordering service, delivering service, consulting and complaint service, and business environment. Finally, the uncertainties of the service satisfaction value sets are quantified by the measure of fuzzy entropy.