Fonte: Journal of Tourism & Development; v. 1, n. 13/14 (2010); 423-434
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Resumo: This paper presents a multicriteria method to evaluate customers´ satisfaction and a new oriented approach to guide decision making concerning the gain of customer loyalty and the reduction of dissatisfied customers. The method makes use of the aggregation – disaggregation of preferences and an ordinal regression model with constraints is used to aggregate the individual preferences of the customers into a global satisfaction function. The value functions and the weights of the criteria are the main results of the method and create knowledge to managers to support their decisions concerning the continuous improvement of products and processes. The case study was developed and tested in Pestana Hotels & Resorts in Algarve, a region in the south of Portugal.
