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A quantitative approach to evaluation of services: GTM-based visualization and fuzzy AHP approach

With the increasing importance of the service sector to both developed and developing countries, the evaluation of services has been considered as one of critical themes of study. Accordingly, a number of studies for evaluating services have been carried out. However, most of them have been performed in qualitative way due to the paucity of quantitative service data. As a remedy, this study proposes a quantitative and systematic approach for evaluating services using information visualization technique and the concept of service value that calculated by fuzzy AHP and similarity index. This study can contribute to the research themes for service engineering in terms of employing and utilizing the service information data to evaluate services.