Using fuzzy logic approach in estimating individual guest loyalty level for international tourist hotels

Henry C. W. Lau, Dilupa Nakandala, Li Zhao, Ivan K. W. Lai

    Research output: Contribution to journalArticlepeer-review

    4 Citations (Scopus)

    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.
    Original languageEnglish
    Pages (from-to)127-145
    Number of pages19
    JournalInternational Journal of Services Technology and Management
    Volume21
    Issue number37653
    DOIs
    Publication statusPublished - 2015

    Keywords

    • fuzzy logic
    • hospitality industry
    • management
    • tourism

    Fingerprint

    Dive into the research topics of 'Using fuzzy logic approach in estimating individual guest loyalty level for international tourist hotels'. Together they form a unique fingerprint.

    Cite this