A Holistic Quality Improvement Model for Food Services: Integrating Fuzzy Kano and PROMETHEE II

Service quality is crucial to consumer loyalty. However, it is challenging to understand and meet customer expectations effectively. Translating customer feedback into actionable insights in the service industry poses difficulties, particularly without a systematic approach that balances customer requirements with business constraints and strategic objectives. This study proposes an approach that integrates customer perspectives into multi-criteria decision models by utilizing the fuzzy Kano model to capture service perceptions and minimize response uncertainty. It also uses 5W2H and PROMETHEE II to formulate service improvement actions and establish prioritizations, providing a structured framework for managerial implementation. When implemented in the food truck sector, this framework proves effective in addressing unique challenges, enhancing service quality, boosting customer satisfaction, and fostering loyalty. This study offers a valuable contribution to management by presenting a replicable model that aids managers in making strategic decisions, aligning customer perspectives with management efforts, and providing insights for continuously improving initiatives within the food service industry.