How to identify important factors affecting customer’s perceived service quality using fuzzy set quality comparative analysis

All organizations need to maintain their competitiveness in a highly competitive market place and employees as internal customers play a key role in market share especially in service companies. To achieve employees’ satisfaction and organizational commitment, an internal marketing program should be considered by the managers of each organization. In this way, companies’ objectives to attract external customers has been met. The purpose of this study is to investigate the impact of variables such as internal marketing, job satisfaction, organizational commitment and organizational identification on external customer perception of service quality. Due to the fuzzy nature of the different variables involved in this study, we have developed a fuzzy set qualitative comparative analysis method. The necessary data has been gathered based on a survey from 20 companies. The result of applying the proposed model on the gathered data indicates that internal marketing, job satisfaction and organizational commitment as well as organizational identification affect external customers' perceived services quality.