quality indicators in the mobile industry rankings based on indicators of customer satisfaction with the hybrid approach dematel and anp appropriate strategy based on gray system

The quality of services as a vital element in the strategic competitiveness and commercial success are various methods have been developed to evaluate it. Prioritizing qualitative indicators based on the quality of mobile phone services enables the company gives top priority due to the higher percentage of satisfied customers provide. This study tries to customer satisfaction according to criteria to prioritize mobile operators pay qualitative characteristics. A sample consisted of 450 individuals (46% women, 54% men) from IRANCELL operator (Iran) in 2015 which selected randomly. Results shows between four considered strategies maximum priorities belong to S1 which is denote to more services beyond customer expectations.