عنوان مقاله [English]
In today's complex market, most businesses must use modern strategies in the field of service quality to differentiate themselves from their competitors. In this research, the applied procedure and structure of the service quality improvement approach was studied and analyzed with an emphasis on technology-oriented services in the handmade carpet industry of Kashan. First, customers' perceptions and expectations of the quality of the services they receive and the relationship between the dimensions of service quality and the need for technology in this area were analyzed based on the SERVQUAL scale and using the structural equation model. The tool for collecting the field data of the research was the standard questionnaire of the SERVQUAL model, which was completed by 104 customers in the statistical population of Kashan handmade carpet customers, and with the available sampling method. The partial least square method was also used to test the research hypotheses. One of the most important findings is that technology-oriented services have a positive and significant effect on the quality of handmade carpet services by creating favorable feelings and perceptions in the minds and expectations of customers. Concrete dimensions, assurance, and responsiveness with the highest average gap, as major dimensions and the need to acquire more knowledge and awareness with a technology-oriented approach, were recommended to the production and suppliers of this producer.