One of the most important steps to build an appropriate business unit is to setup a suitable long-term strategy. A good strategy helps organization take better advantage of the existing resources and improve the performance of the firm. This paper presents a hybrid method consists of importance-performance analysis combined with fuzzy analytical hierarchy process to determine different operating strategies to increase the performance of a cement industry in Iran. The results indicate that being competitive is number one priority followed by fast delivery, quality product, dependability, cost of production and flexibility.

In today’s climate of fierce competition, there is a necessity to pay especial attention on customer demands either in manufacturing or service sector. Managers in service sector are under pressure in terms of environmental factors, they focus on customers’ satisfaction and this has led to the continuous improvement in the performance of service organizations. Meanwhile, customers’ expectations should be properly understood and measured. There have been various efforts to measure the quality of services using the SERVQUAL model. In this study, we try to investigate the concepts and factors influencing the quality of services according to modified SERVQUAL model and then utilize the proposed model of Grey Analytic Hierarchy Process (G-AHP) and Multilevel Grey Evaluation in order to evaluate the quality of services in the framework of Grey Systems Theory (GST). In order to propose our method, we will conduct a case study of the performance of service quality in higher education institutions of Isfahan-Iran.