A novel interval-valued fuzzy MCDM method for improving airlines’ service quality in Chinese cross-strait airlines

► This paper presents an effective approach based on combining VIKOR, GRA, and interval-valued fuzzy sets. ► The approach can enable decision-makers to understand the gaps between alternatives and aspired levels except the ranking order of all alternatives. ► The approach was implemented using survey data of airline’s service quality from the Chinese cross-strait passenger airlines. ► Results show that these gaps can help an airline to identify its own strengths and weaknesses in specific areas of passenger service to further improve service quality. This paper presents an effective approach based on combining VIKOR, GRA, and interval-valued fuzzy sets to evaluate service quality of Chinese cross-strait passenger airlines via customer surveys. The proposed approach can enable decision-makers to understand the gaps between alternatives and aspired levels. An empirical study is used to establish a complete service quality evaluation framework for reducing the gaps to achieve the aspired level. Based on the gaps in priorities, it can help an airline to identify its own strengths and weaknesses in specific areas of passenger service to further improve service quality.