<p>Behavior-oriented quality management (BOQM) focuses on improving the quality of organizational behaviors, which directly enhances enterprise performance and contributes to long-term success. In fact, BOQM plays a more fundamental and critical role than technical-oriented quality management in determining enterprise performance and sustainability. However, due to the intangibility and subjectivity of behavior, there is no reported research on BOQ evaluation methods, which hinders enterprises from gaining a clear understanding of their BOQM implementation level and identifying their specific strengths and weaknesses. Therefore, effectively evaluating and accurately understanding the development of BOQM is essential for ensuring continuous growth and long-term success. To address this absence in the existing literature, this study proposes a novel area-based closeness measurement methodology that incorporates reward and punishment. In which, HFS is employed to capture diverse expert opinions across multiple attributes. In addition, the reward degree and punishment degree are developed to reflect each attribute’s contribution to or deviation from balanced development. A multi-attribute area closeness method, based on dual ideal solutions, is then adopted to systematically evaluate the overall BOQ. The method was then applied to the BOQ evaluation of enterprises in the Kunming Economic and Technological Development Zone in Yunnan, China. Comparative analysis further validates the applicability of the proposed method for BOQ evaluation and its effectiveness in systematically measuring and identifying strengths and weakness.</p>