Using a comprehensive DEMATEL-ISM-MICMAC and importance–performance analysis to study sustainable service quality features

Purpose To gain and differentiate competitive advantage, the sustainable service quality is a determining factor that railway companies can use. The purpose of this study is to identify both the importance and performance of rail transportation service quality factors in a case study as well as determine the most influential quality features. Design/methodology/approach A comprehensive approach namely importance–performance analysis (IPA) technique and decision-making trail and evaluation laboratory (DEMATEL), and interpretive structural modeling (ISM) and Matriced’ Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) techniques was utilized. Findings The relative position of each attribute is specified on the IPA matrix proposing four strategies of concentrate here, keep up the good work, low priority and possible overkill. This study reveals that attributes of “the company cares about having a good society” are the most influential factor, and “having good business relations with shareholders” is the most permeable factor. Actually, consumers pay attention to how companies act toward society and maintain communication with shareholders. Through ISM technique and by summing the row and column of the consistency matrix, the attributes were partitioned into four levels. Also, MICMAC analysis identified the four clusters of linkage, independent, autonomous and dependent status of the attributes in terms of the driving power and dependence power. Research limitations/implications Due to the nature of single case study methodology, caution should be taken into consideration regarding the generazability of the obtained results. Originality/value The hybrid DEMATEL-ISM technique is used to analyze service quality factors in Iran’s transportation industry, which can be utilized in other industries as well as other countries.