Using fuzzy logic approach in estimating individual guest loyalty level for international tourist hotels Online publication date: Wed, 12-Aug-2015
by Henry C.W. Lau; Dilupa Nakandala; Li Zhao; Ivan K.W. Lai
International Journal of Services Technology and Management (IJSTM), Vol. 21, No. 1/2/3, 2015
Abstract: Retaining and improving guest loyalty has become the main focus of hospitality management due to fierce competition in recent years. While many existing studies have relied on survey-based methods to assess guest loyalty level, this study aims to achieve precise estimates by using quantitative data and expert knowledge of practitioners. This study proposes a decision support model which integrates fuzzy logic with expert judgment in order to estimate guest loyalty in international tourist hotels, thereby providing strong evidence for further guest loyalty management. This decision support model is illustrated by using a case study of an international tourist hotel. This research provides a rigorous and practical approach that enables hotel managers to estimate and manage guest loyalty. Enhanced knowledge of each guest's loyalty level and the deployment of specific marketing strategies to different guests can help hotels strengthen the existing customer bases more effectively.
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