Service quality is abstract and difficult to measure due to intangibility, heterogeneity, and inseparability. Current measurement methods based on the traditional SERVQUAL model have yet to resolve the ambiguity and opacity in service quality assessment. This study aims to apply fuzzy set theory based on the extended SERVQUAL model to analyze hotel service quality in Hanoi. By interviewing 216 tourists from July to September, 2022. The results show the highest expectations and perceptions: Hotel provides services as promised; Services are performed from the first time; Equipping facilities for disabilities. The lowest expectation and perception indicators include hotel equipment being in good working order without causing damage, Automation of services, and visually appealing facilities. The gap between perceptions and expectations of the extended SERVQUAL model is ranked as Accessibility, Technology, Assurance, Tangibility, Empathy, and Reliability. The findings indicate that to improve service quality, hotels need to focus their resources on improving the factors that have a large gap between service expectations and perceptions. The academic and management implications, limitations, and research directions are also discussed in the study.
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