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The aim of this study is to prioritize and compare the expected criteria which how clients and the business manager assess the quality of charter bus transportation service in a Brazilian transport company. To reach the goal, surveys were conducted in groups of passengers and the business manager of a charter transportation service company using a combined model based on the SERVQUAL and the Analytic Hierarchy Process Model (AHP). Representative samplings of passengers and manager were interviewed during August of 2014 and data was analyzed using the Superdecisions® software. By the pairwise comparison, it was possible to find out the global weights of the passengers ́ expectations of the service criteria and the manager ś perception of such expectations. The SERVQUAL “Gaps 1” among the priorities and ranking positions pointed out criteria that the company should prioritize. The results allowed us to conclude that combining AHP with SERVQUAL provides a powerful quality management tool for decision-making and matching the clients ́needs at the company analyzed.

PRIORITIZING SERVICE QUALITY MEASUREMENT CRITERIA IN CHARTER BUS TRANSPORTATION SERVICES WITH AHP