Service quality evaluation in the perception of the wine tourist with Fuzzy Logic and Ideal Solutions

Abstract

This article solves a multidimensional problem in order to evaluate the satisfaction of the wine tourist that visited a winery located in the South of Brazil, employing a method based on fuzzy logic.Thus, a synthetic index of satisfaction is calculated for a group of segments in which we are interested, namely, gender and image prior to the visit.The problem of linguistic ambiguity is addressed with the fuzzy sets theory, applying triangular fuzzy numbers (TFN).The synthetic index of satisfaction is based on the concept of the degree of optimality by the technique of similarity of ideal solutions.The results obtained show that the analyzed segments experienced different satisfaction.Our results can be used by the winery directors as well as by the regional planners and managers, in order to improve the competitiveness of this market niche.

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