Paper Info
Title
Using Fuzzy Logic Approach In Estimating Individual Guest Loyalty Level For International Tourist Hotels
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.
Year
DOI
Venue
2015
10.1504/IJSTM.2015.071097
INTERNATIONAL JOURNAL OF SERVICES TECHNOLOGY AND MANAGEMENT
Keywords
Field
DocType
guest loyalty, fuzzy logic, tourism
Economics,Loyalty business model,Software deployment,Decision support system,Loyalty,Fuzzy logic,Tourism,Hospitality management studies,Marketing
Journal
Volume
Issue
ISSN
21
1-3
1460-6720
Citations 
PageRank 
References 
0
0.34
0
Authors
4
Name
Order
Citations
PageRank
Henry C. W. Lau130133.27
Dilupa Nakandala2378.04
Li Zhao361.51
Ivan K W Lai4103.20