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In general, traditional decision-making models are based on methods that perform calculations on quantitative measures. These methods are usually applied to assess possible solutions to a problem, resulting in a ranking of alternatives. However, when it comes to making decisions about qualitative measures —such as service quality—, the quantitative assessment is a bit difficult to interpret. Therefore, taking into account the maturity of the linguistic assessment models, this paper puts forth a new solution proposal. It is a decision-making model that uses linguistic labels —represented with the 2-tuple notation— and a variable expressive richness when providing output results. This solution allows expressing results in a manner closer to the human cognitive system. To achieve this goal, a mechanism has been implemented for measuring the distance among the aggregate ratings, providing the decision-maker with …