Maps typically contain information related to politics, economic situations, and resource distribution; thus map creation is under strict legal control. However, the OpenStreetMap (OSM) project has created a set of world map data that is free to use, editable, and licensed under new copyright schemes. Albeit, the OSM is partial to the solid foundations of modern society; to date, such open innovations have not been widely discussed. Therefore, this paper introduces the service quality (SERVQUAL) theoretic framework as the basis for developing a decision-making framework to uncover factors influencing the adoption of OSMs. The hybrid multiple criteria decision making (MCDM) methods used to find the key influencing factors of the OSM adoptions as well as influential relationships can be used to define marketing strategies for promoting OSM.