Assessing customer satisfaction of London luxury hotels with the AHP method and the SERVPERF scale: a case study of customer reviews on TripAdvisor

Abstract

Customer feedback and satisfaction are critical indicators of success in the hospitality industry. The influence of customer reviews on the decisions of other customers to visit and on the brand reputation of hotels necessitates that hotel managers conduct a thorough analysis of customer satisfaction. This paper presents an approach for assessing the overall customer satisfaction of hotels by using the Analytic Hierarchy Process (AHP) method, the SERVPERF scale, and the 2-tuple linguistic model. The five dimensions of the SERVPERF scale have been customized to assess customer satisfaction in hotels, considering various hotel aspects such as rooms, service, cleanliness, and so on. The AHP method is applied to obtain the importance of the SERVPERF scale for each aspect of the hotels. The 2-tuple linguistic model is employed to address the issue of information loss in linguistic information fusion and enhance the comprehensibility of the results for hotel managers. The functionality of this proposal has been evaluated through a case study of luxury hotels in London, using 15,511 customer reviews gathered from TripAdvisor. The results show that the proposed model effectively captures and summarizes customer satisfaction with luxury hotels in London, allowing hotel managers to identify areas for improvement and discover potential business opportunities. This ultimately helps to increase customer satisfaction.