Multi - Criterion Decision Making Approach to Assess Retail Service Quality : A Market Perspective from Iraq

The objective of this research was to analyze the relative importance of different retail service quality (RSQ) criteria on customer satisfaction (CS) through multi-criterion decision making approach (Analytic Hierarchy Process). The organized retail food and grocery outlets were selected from four major cities of Iraq, that is, Baghdad, Basrah, Al Mawsil al Jadidah, and Erbil. Data were gathered from 13 experts in organized retail via specially...