The importance of service quality as an instrument for client customization: a methodological and practical approach within the hotel sector

Javier M. Moguerza (), Clara Martín-Duque () and Juan José Fernández-Muñoz ()
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Javier M. Moguerza: Rey Juan Carlos University
Clara Martín-Duque: Complutense University, Universidad Complutense de Madrid
Juan José Fernández-Muñoz: Rey Juan Carlos University

Quality & Quantity: International Journal of Methodology, 2022, vol. 56, issue 3, No 35, 1642 pages

Abstract: Abstract Service quality plays an important role in hotel competitiveness, being tools based on this concept a way to differentiate hotels within their sector. The main goal of this work is to develop a tool for client customization. Such a tool can personalize the importance that each client gives to four attributes: customer service, facilities, overall cleanliness and quality-price ratio. A questionnaire was conducted on the opinions of more than fifty thousand clients during a period of twelve months. Our approach makes use of the machine learning methodology known as k-Nearest Neighbor (kNN). Among other important facts, the results reveal that the quality price ratio is assessed by clients as one of the most important attributes in order to provide a positive recommendation of a hotel. Based on the proposed methodology, new recommendation models can be developed with the aim of finding out implicit preferences of customers for future stays.

Keywords: Service quality; Attributes; Recommendation; Customization; k-Nearest Neighbor (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:qualqt:v:56:y:2022:i:3:d:10.1007_s11135-021-01198-4

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DOI: 10.1007/s11135-021-01198-4

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