we considered five fast-food restaurants for their service quality comparisons. Under
this scenario, we estimated relative weights of criteria, and attributes and then derived
priority scores of each fast-food restaurant with respect to the given criteria, and
attributes through a series of pairwise comparisons. Herein, relative weights represent
fast-food restaurant customers’ perceived importance of each criterion and attribute.
As indicated earlier, these weights were determined primarily based on the surveyed
opinions of fast-food restaurant customers. Since these customers’ perception of service
quality can be subjective and inconsistent, we estimated the degree of consistency in
the customers’ opinions using a consistency ratio (CR) that is mathematically
expressed as: