A FAHP-based comprehensive evaluation on rural supermarket service quality: a case study of Jiangsu province

Tao Meng

Department of Economics and Management, Huaiyin Normal University, No.71 Jiaotong Rd, Huai’an, China

With the changes of market supply and demand, as well as increasing business competition, service quality has become a key factor constraining rural supermarket survival and development. This article targets at the rural supermarkets in Jiangsu Province. In the context of constructing an indicator system of rural supermarket service quality evaluation, it acquires data by questionnaires, uses AHP to establish the weights, and applies the multi-level fuzzy AHP to assess rural supermarket service quality. It concludes that there are some spaces for further improvement of rural supermarket service quality and proposes relevant solutions.