La Medición de la satisfacción del cliente de hotel estado del arte y nuevas perspectivas sobre su medición

Abstract

Successfully being able to judge customers' satisfaction levels and to apply that knowledge, gives a hospitality manager an advantage over competitors via such benefits as product differentiation or increased customer retention. Given the essential role of customer satisfaction, it is not surprising the great preponderance that the study of quality in service (and, of course, lodging) industries has achieved in the last decades. This new field of research has promoted an interesting controversy about the adequate measurement of the importance of quality dimensions.To this end, the aim of this paper is to get further insights about the techniques used to measure such importance. We first provide a theoretical background of customer satisfaction research, together with the operational merits and limitations of existing measurement approaches. We then propose a new methodological approach (based on advanced and recently implemented computerised data analysis techniques) in order to ascertain the relative impact of quality dimensions on hotel guests' satisfaction. Conclusions can be used by managers to efficiently implement strategic actions.