Calidad en el servicio hotelero: Propuesta de metodología experimental
Palabras clave:
calidad en el servicio, indicadores de calidad, propuesta experimental, aprendizaje de máquina
Resumen
La calidad en el servicio es una variable que tiene consigo un propósito subyacente que es la satisfacción del cliente, los indicadores de calidad en el servicio del sector hotelero han sido analizados en investigaciones múltiples. El artículo tiene como objetivo identificar los indicadores más significativos de la calidad en el servicio, se presenta una metodología experimental cuantitativa disruptiva que utiliza el aprendizaje de máquina, particularmente K-medias como técnica de aprendizaje no supervisado para agrupar el conjunto de datos que describe la calidad en el servicio. Los resultados del análisis estadístico demuestran que los indicadores más importantes fueron Asertividad y Aclaraciones del capital humano. El uso de nuevas metodologías contribuye a modelar aquellos indicadores de la calidad en el servicio hotelero y se promueve información multidisciplinar que pueden llegar a tener otros escenarios de información para tomar decisiones gerenciales en el sector hotelero.
Citas
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Albrecht, K., & Zemke, R. (1988). Service America in the New Economy. https://www.karlalbrecht.com
Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 1-29. https://10.1080/19368623.2019.1568339
Anholt, S. (Enero-Marzo de 2014). Marca nación como autoridad moral. Temas(77), 4-13. https://studylib.es
Brassard, G., & Bratley, P. (1997). Fundamentos de algoritmia. PRENTICE HALL.
Breiman, L. (2001). Random Forest. Machine Learning, 5-32. https://10.1023/A:1010933404324
Campbell, B. A., Coff, R., & Kryscynski, D. (2012). Rethinking sustained competitive advantage from human capital. Academy of Management Review, 37(3), 376-395 https://10.5465/amr.2010.0276
Capriotti, P. (2013). Planificación estratégica de la imagen corporativa (Cuarta ed.). Málaga, España: Instituto de Investigación en Relaciones Públicas. http://www.bidireccional.net
Chiang, H.-H., Han, T.-S., & McConville, D. (2018). The attitudinal and behavioral impact of brand-centered human resource management: Employee and customer effects. International Journal of Contemporary Hospitality Management, 939-960. https://10.1108/IJCHM-02-2016-0103
Colmenares, O., & Saavedra, J. L. (2007). Aproximación teórica de los modelos conceptuales de la calidad. Técnica administrativa, 6(32), 11-40. https://dianlet.unirioja.es
Cordova, Z. M., Pérez, F. A., & de la Cruz, R. L. (2019). Percepción del huésped en el hotel Avenida, en San Francisco de Campeche México. Revista de la Facultad de Ciencias Económicas y Empresariales, 19(1), 81-87. https://10.24054/01204211.v1.n1.2019.3503
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El-Adly, M. I. (2018). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, L, 322-332. doi: https://10.1016/j.jretconser.2018.07.007
Enz, C. A. (2009). The physical safety and security features of US hotels. Cornell Hospitality Quarterly, 11(4), 553-560. https://10.1177/1938965509345963
Falces, D. C., Sierra, B., Becerra, A., & Briñol, P. (1999). Hotelqual: una escala para medir la calidad percibida en servicios de alojamiento. Estudios Turísticos, 95-110. https://dialnet.unirioja.es
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Ferrary, M. (2015). Investing in transferable strategic human capital through alliances in the luxury hotel industry. Journal of Knowledge Management, 1007-1028. https://10.1108/JKM-01-2015-0045
Fisher, A., Rudin, C., & Dominici, F. (2019). All models are wrong, but many are useful: Learning a variable’s importance by studying an entire class of prediction models simultaneously. Journal of Machine Learning Research, 20, 1-81. https://10.48550/arXiv.1801.01489
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Giglio, S., Bertacchini, F., Bilotta, E., & Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism Management, 306-312. https://10.1016/j.tourman.2018.12.007
Huang, J., & Hsu, C. (2009). The impact of customer-to-customer interaction on cruise experience and vacation satisfaction. Journal of Travel Research, 79-92. doi: https://10.1177/0047287509336466
Ibarra-Morales, L. E., Woolfolk-Gallego, L. E., Meza-López, B. I., & Gelain-Rodríguez, E. T. (2020). Evaluación de la calidad en el servicio: una aplicación práctica en un establecimiento de café. Revista CEA, 6(11), 89-107. doi: https://10.22430/24223182.1430
Izquierdo, V. R., Lazo, S. C., & Andrade, R. M. (2018). La calidad hotelera mediante la escala Servqual en hoteles de la provincia de El Oro, Ecuador. Universidad y Sociedad, 10(2), 228-234. Obtenido de http://scielo.sld.cu
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220-244. https://10.1108/IJTC-09-2017-0044
Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). LODGSERV: a service quality index for the lodging industry. Hospitality Research Journal, 14(2), 277-284. https://10.1177/109634809001400230
Kononenko, I., & Kukar, M. (2007). Machine Learning and Data Mining: Introduction to principles and algorithms. Woodhead Publishing. https://www.sciencedirect.com
Ku, C., Hang, Y., Wang, Y., Chen, C., & Hsiao, S. (2019). Artificial Intelligence and Visual Analytics:A Deep-Learning Approach to Analyze Hotel Reviews & Responses. 52nd Hawaii International Conference on System Sciences (HICSS 2019). Hawaii. https://10.24251/HICSS.2019.634
Lamb, C. W., Hair, J., & McDaniel, C. (2002). Marketing. Distrito Federal: CENGAGE Learning. https://fir.bsu.by
Leisch, F. (2006). A toolbox for K-centroids cluster analysis. Computational Statistics & Data Analysis, 526-544. https://10.1016/j.csda.2005.10.006
Lemy, D., Goh, E., & Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 1-18. https://10.1177/1356766718819658
Lepak, D. P., & Snell, S. A. (1999). The human resource architecture: Toward a theory of human capital allocation and development. Academy of Management Review, 24(1), 31-48. https://10.5465/amr.1999.1580439
Lesmes, S. A., Barrientos-Monsalve, E. J., & Cordero, D. M. (2020). Competitividad empresarial? Aibi Revista de Investigación, Administración e Ingeniería, 8(1), 147-153. https//10.15649/2346030X.757
Liébana, C. F. (2019). Análisis de la calidad y de la satisfacción en la visita turística. Una aplicación empírica al conjunto monumental de la Alhambra. UNES Universidad, Escuela y Sociedad(7), 54-80. Obtenido de https://digibug.ugr.es
MacQueen, J. (1967). Some methods for classification and analysis of multivariate observations. En Proceedings of the fifth Berkeley symposium on mathematical statics and probability (Vol. I, págs. 281-297). California: University of California Press.
Manber, U. (1989). Introduction to algorithms: A creative approach. Arizona: ADDISON-WESLEY PUBLISHING COMPANY.
Master, J. K., & Miles, G. (2002). Predicting the use of external labor arrangements: a test of the transaction costs perspective. Academy of Management Journal, 45(2), 431-442. https://10.5465/3069357
Mei, A. W. O., Dean, A. M., White, C. J. (1999). Analyzing Service Quality in the Hospitality Industry. Managing Service Quality, 9(2), 136-143.
Mendoza, S. M., Orgambídez, R. A., & Carrasco, G. A. (2010). Orientación a la calidad total, satisfacción laboral, comunicación y compromiso en establecimientos de turismo rural de la sierra de Huelva. Pasos. Revista de Turismo y Patrimonio Cultural, 8(2), 351-361. Obtenido de www.pasosonline.org
Mitchell, T. M. (1997). Machine Learning. New York: McGraw-Hill. Obtenido de https://www.cin.ufpe.br
Molnar, C. (2019). Interpetable Machine Learning. Obtenido de https://christophm.github.io/interpretable
Moros, O. M., Lis, G. J., Castro, N. G., Vargas, G. C., & Rincón, J. C. (2019). La percepción de calidad de servicio como determinante de recomendación una predicción mediante inteligencia artificial para los hoteles en Cartagena. En A. G. Campos, H. M. Castaño, Á. M. Gáitan, & M. V. Sánchez, Diálogos sobre investigación: avences científicos Konrad Lorenz (págs. 143-162). Bogotá: Fundación universitaria Konrad Lorenz. https://blogs.konradlorenz.edu.co
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Nicholls, R. (2011). Customer-to-customer interaction (CCI): a cross cultural perspective. Contemporary Hospitality Management, 2019-223. https://10.1108/09596111111119338
Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2019). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management. https://10.1016/j.ijhm.2019.102414
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived Service Quality as a Customer-Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model. Human Resource Management, 3. https://10.1002/hrm.3930300304
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50. https://10.2307/1251430
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1).
Parasuraman, A., Zeithaml, V., & Berry, L. R. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: implications for Further Research. Journal of Marketing, 58, 111-124. https://10.2307/1252255
Pfaffel, O. (3 de junio de 2021). Package ‘FeatureImpCluster’. https://cran.r-project.org
Sampaio, C. A., Hernández-Mogollón, J. M., & Rodrigues, R. G. (2019). Assessing the relationship between market orientation and business performance in the hotel industry – the mediating role of service quality. Journal of Knowledge Management, 23(IV), 644-633. https://10.1108/JKM-08-2017-0363
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Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 170-192. https://10.1016/j.ijhm.2005.08.006
Albrecht, K., & Zemke, R. (1988). Service America in the New Economy. https://www.karlalbrecht.com
Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 1-29. https://10.1080/19368623.2019.1568339
Anholt, S. (Enero-Marzo de 2014). Marca nación como autoridad moral. Temas(77), 4-13. https://studylib.es
Brassard, G., & Bratley, P. (1997). Fundamentos de algoritmia. PRENTICE HALL.
Breiman, L. (2001). Random Forest. Machine Learning, 5-32. https://10.1023/A:1010933404324
Campbell, B. A., Coff, R., & Kryscynski, D. (2012). Rethinking sustained competitive advantage from human capital. Academy of Management Review, 37(3), 376-395 https://10.5465/amr.2010.0276
Capriotti, P. (2013). Planificación estratégica de la imagen corporativa (Cuarta ed.). Málaga, España: Instituto de Investigación en Relaciones Públicas. http://www.bidireccional.net
Chiang, H.-H., Han, T.-S., & McConville, D. (2018). The attitudinal and behavioral impact of brand-centered human resource management: Employee and customer effects. International Journal of Contemporary Hospitality Management, 939-960. https://10.1108/IJCHM-02-2016-0103
Colmenares, O., & Saavedra, J. L. (2007). Aproximación teórica de los modelos conceptuales de la calidad. Técnica administrativa, 6(32), 11-40. https://dianlet.unirioja.es
Cordova, Z. M., Pérez, F. A., & de la Cruz, R. L. (2019). Percepción del huésped en el hotel Avenida, en San Francisco de Campeche México. Revista de la Facultad de Ciencias Económicas y Empresariales, 19(1), 81-87. https://10.24054/01204211.v1.n1.2019.3503
Cormen, T., & Leiserson, C. R. (2009). Introductions to algorithms. Cambridge Massachuset: The MIT Press. https://mitpress.mit.edu
Coronel, S. J., Basantes, Á. R., & Vinueza, J. A. (2019). Un estudio de la calidad del servicio en restaurantes de mariscos Ecuador. Espacios, 40(7), 9-18. http://www.revistaespacios.com
Duffus, M. C., & Pons, G. R. (2018). Mejora de la imagen de hoteles desde la planeación estratégica. Retos de la Dirección, 12(1), 17-37. Obtenido de http://scielo.sld.cu
El-Adly, M. I. (2018). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, L, 322-332. doi: https://10.1016/j.jretconser.2018.07.007
Enz, C. A. (2009). The physical safety and security features of US hotels. Cornell Hospitality Quarterly, 11(4), 553-560. https://10.1177/1938965509345963
Falces, D. C., Sierra, B., Becerra, A., & Briñol, P. (1999). Hotelqual: una escala para medir la calidad percibida en servicios de alojamiento. Estudios Turísticos, 95-110. https://dialnet.unirioja.es
Feickert, J., Verma, R., Plaschka, G., & Dev, C. (2006). Safeguarding your customers the guest’s view of hotel security. Cornell Hotel and Restaurant Administration Quarterly, 47(3), 224-244. https://10.1177/0010880406288872
Ferrary, M. (2015). Investing in transferable strategic human capital through alliances in the luxury hotel industry. Journal of Knowledge Management, 1007-1028. https://10.1108/JKM-01-2015-0045
Fisher, A., Rudin, C., & Dominici, F. (2019). All models are wrong, but many are useful: Learning a variable’s importance by studying an entire class of prediction models simultaneously. Journal of Machine Learning Research, 20, 1-81. https://10.48550/arXiv.1801.01489
Ganga Contreras, Francisco, Alarcón Henríquez, Nancy, & Pedraja Rejas, Liliana. (2019). Medición de calidad de servicio mediante el modelo SERVQUAL: el caso del Juzgado de Garantía de la ciudad de Puerto Montt - Chile. Ingeniare. Revista chilena de ingeniería, 27(4), 668-681. https://dx.doi.org/10.4067/S0718-33052019000400668
Giglio, S., Bertacchini, F., Bilotta, E., & Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism Management, 306-312. https://10.1016/j.tourman.2018.12.007
Huang, J., & Hsu, C. (2009). The impact of customer-to-customer interaction on cruise experience and vacation satisfaction. Journal of Travel Research, 79-92. doi: https://10.1177/0047287509336466
Ibarra-Morales, L. E., Woolfolk-Gallego, L. E., Meza-López, B. I., & Gelain-Rodríguez, E. T. (2020). Evaluación de la calidad en el servicio: una aplicación práctica en un establecimiento de café. Revista CEA, 6(11), 89-107. doi: https://10.22430/24223182.1430
Izquierdo, V. R., Lazo, S. C., & Andrade, R. M. (2018). La calidad hotelera mediante la escala Servqual en hoteles de la provincia de El Oro, Ecuador. Universidad y Sociedad, 10(2), 228-234. Obtenido de http://scielo.sld.cu
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220-244. https://10.1108/IJTC-09-2017-0044
Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). LODGSERV: a service quality index for the lodging industry. Hospitality Research Journal, 14(2), 277-284. https://10.1177/109634809001400230
Kononenko, I., & Kukar, M. (2007). Machine Learning and Data Mining: Introduction to principles and algorithms. Woodhead Publishing. https://www.sciencedirect.com
Ku, C., Hang, Y., Wang, Y., Chen, C., & Hsiao, S. (2019). Artificial Intelligence and Visual Analytics:A Deep-Learning Approach to Analyze Hotel Reviews & Responses. 52nd Hawaii International Conference on System Sciences (HICSS 2019). Hawaii. https://10.24251/HICSS.2019.634
Lamb, C. W., Hair, J., & McDaniel, C. (2002). Marketing. Distrito Federal: CENGAGE Learning. https://fir.bsu.by
Leisch, F. (2006). A toolbox for K-centroids cluster analysis. Computational Statistics & Data Analysis, 526-544. https://10.1016/j.csda.2005.10.006
Lemy, D., Goh, E., & Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 1-18. https://10.1177/1356766718819658
Lepak, D. P., & Snell, S. A. (1999). The human resource architecture: Toward a theory of human capital allocation and development. Academy of Management Review, 24(1), 31-48. https://10.5465/amr.1999.1580439
Lesmes, S. A., Barrientos-Monsalve, E. J., & Cordero, D. M. (2020). Competitividad empresarial? Aibi Revista de Investigación, Administración e Ingeniería, 8(1), 147-153. https//10.15649/2346030X.757
Liébana, C. F. (2019). Análisis de la calidad y de la satisfacción en la visita turística. Una aplicación empírica al conjunto monumental de la Alhambra. UNES Universidad, Escuela y Sociedad(7), 54-80. Obtenido de https://digibug.ugr.es
MacQueen, J. (1967). Some methods for classification and analysis of multivariate observations. En Proceedings of the fifth Berkeley symposium on mathematical statics and probability (Vol. I, págs. 281-297). California: University of California Press.
Manber, U. (1989). Introduction to algorithms: A creative approach. Arizona: ADDISON-WESLEY PUBLISHING COMPANY.
Master, J. K., & Miles, G. (2002). Predicting the use of external labor arrangements: a test of the transaction costs perspective. Academy of Management Journal, 45(2), 431-442. https://10.5465/3069357
Mei, A. W. O., Dean, A. M., White, C. J. (1999). Analyzing Service Quality in the Hospitality Industry. Managing Service Quality, 9(2), 136-143.
Mendoza, S. M., Orgambídez, R. A., & Carrasco, G. A. (2010). Orientación a la calidad total, satisfacción laboral, comunicación y compromiso en establecimientos de turismo rural de la sierra de Huelva. Pasos. Revista de Turismo y Patrimonio Cultural, 8(2), 351-361. Obtenido de www.pasosonline.org
Mitchell, T. M. (1997). Machine Learning. New York: McGraw-Hill. Obtenido de https://www.cin.ufpe.br
Molnar, C. (2019). Interpetable Machine Learning. Obtenido de https://christophm.github.io/interpretable
Moros, O. M., Lis, G. J., Castro, N. G., Vargas, G. C., & Rincón, J. C. (2019). La percepción de calidad de servicio como determinante de recomendación una predicción mediante inteligencia artificial para los hoteles en Cartagena. En A. G. Campos, H. M. Castaño, Á. M. Gáitan, & M. V. Sánchez, Diálogos sobre investigación: avences científicos Konrad Lorenz (págs. 143-162). Bogotá: Fundación universitaria Konrad Lorenz. https://blogs.konradlorenz.edu.co
Nicholls, R. (2010). New directions for customer-to-customer interaction research. Journal of Services Marketing, 87-97. https://10.1108/08876041011017916
Nicholls, R. (2011). Customer-to-customer interaction (CCI): a cross cultural perspective. Contemporary Hospitality Management, 2019-223. https://10.1108/09596111111119338
Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2019). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management. https://10.1016/j.ijhm.2019.102414
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived Service Quality as a Customer-Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model. Human Resource Management, 3. https://10.1002/hrm.3930300304
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50. https://10.2307/1251430
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1).
Parasuraman, A., Zeithaml, V., & Berry, L. R. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: implications for Further Research. Journal of Marketing, 58, 111-124. https://10.2307/1252255
Pfaffel, O. (3 de junio de 2021). Package ‘FeatureImpCluster’. https://cran.r-project.org
Sampaio, C. A., Hernández-Mogollón, J. M., & Rodrigues, R. G. (2019). Assessing the relationship between market orientation and business performance in the hotel industry – the mediating role of service quality. Journal of Knowledge Management, 23(IV), 644-633. https://10.1108/JKM-08-2017-0363
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Publicado
2023-09-21
Cómo citar
Morales-Morales, J., Valdez Acosta, N., Morales-Morales, J. R., & Yee-Rendón, A. (2023). Calidad en el servicio hotelero: Propuesta de metodología experimental. Revista Venezolana De Gerencia, 28(104), 1717-1734. https://doi.org/10.52080/rvgluz.28.104.21
Número
Sección
TRIMESTRE
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