Strategic analysis of Municipality’s service quality using combination of servperf model and BCG matrix by gray relational analysis method

Abstract

Considering the importance of quality services, the study attempted to analyze the quality of municipal services strategy in Yazd. The population of this study, including all client of the area three municipality .of Yazd city from this population, 111 clients were selected to answer the questionnaire. Content validity of the questionnaire was confirmed by experts point of views and the reliability was confirmed regarding coefficient alpha equal to 79/0.The present study, combined the Boston Consulting Group matrix model and Servperf model as a strategic tool to reveal that according to the five dimensions of service quality, the organization how extent has succeeded in customer satisfaction. It also is trying to determine the status of the organization in relation to service quality dimensions. The results of data analysis indicate that, the dimensions of accountability, service assurance and reliability is located in question mark region. In other words, the effect of improving the quality of service in these dimensions is important, but the level of service quality in low.

Keywords

• Customer satisfaction
• service quality
• Servperf model
• the Boston Consulting Group matrix
• Gray Relational Analysis