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

Author

Listed:
  • Javier M. Moguerza

    (Rey Juan Carlos University)

  • Clara Martín-Duque

    (Complutense University, Universidad Complutense de Madrid)

  • Juan José Fernández-Muñoz

    (Rey Juan Carlos University)

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.

Suggested Citation

  • Javier M. Moguerza & Clara Martín-Duque & Juan José Fernández-Muñoz, 2022. "The importance of service quality as an instrument for client customization: a methodological and practical approach within the hotel sector," Quality & Quantity: International Journal of Methodology, Springer, vol. 56(3), pages 1631-1642, June.
    • Handle: RePEc:spr:qualqt:v:56:y:2022:i:3:d:10.1007_s11135-021-01198-4
    DOI: 10.1007/s11135-021-01198-4
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    References listed on IDEAS

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