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The purpose of this paper is to adopt Analytical Hierarchy Process (AHP), as a technique to estimate the importance weights of the two-dimensional SICTQUAL model [1], to help recognize which of the sixteen service quality elements that compose the model, require more attention to achieve a competitive advantage in the ICT sector. From this, the decision problem is broken down into hierarchy in terms of overall objective, dimensions, and sub-dimensions, which allows pairwise comparisons to be made among the sub-dimensions with regard to the service dimensions [2]. This enables the decision makers of the ICT sector, design and maintain an improvement plan based on their preferences, to control customer satisfaction, due to its effect on business strategies. In particular, an application has been shown to the Spain's telecoms sector.
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