Investigating the factors affecting customer satisfaction using fuzzy Delphi and system dynamics approaches

In the modern corporate economy, the vital point is to convert land resources into wealth and to have a particular and significant role in creating economic, social, and environmental outcomes. Therefore, corporate sustainability is considered a new management style in balancing social, economic, and environmental aspects. The new approach to the issue of sustainability can be used by private and public organizations as a solution for better decision-making to improve business by increasing flexibility and adaptability. Meanwhile, since the tourism industry has cultural, economic, and social benefits, it can achieve a competitive advantage, cost management, profitable financial performance, and finally customer satisfaction by paying special attention to the stability of the system. This study aims to investigate the level of customer satisfaction over time in the framework of system stability in four- and five-star hotels in Yazd province using the system dynamics approach.

Design/methodology/approach:

 In this study, an integrative approach of the fuzzy Delphi method and system dynamics has been used. First, the model variables were identified by the Fuzzy Delphi method, and then the obtained variables were modeled by the system dynamics approach.

The results of the analysis of the presented scenarios indicated that the system is highly sensitive to the number of brands, and with the increase in the number of brands, if a hotel does not improve its performance, it will severely lose its customers, as well as the best investment in terms of liquidity. Investing in advertising is significant, because advertising, in addition to introducing the product, affects the formation of customer expectations and leads to the introduction of the organization, indirectly; this in turn increases the number of customers. Therefore, practical functions have been considered in the fields of sales and corporate products and service organizations. Due to the development of a new model, basic functions can be also considered.

Research limitations/implications: 

The most important limitations of this study included the limited number of four and five-star hotels under investigation, the confidentiality of hotel financial statements, the lack of customer satisfaction evaluation systems in hotels, and the lack of familiarity with most managers with system sustainability issues.

Practical implications:

 The tourism industry has remarkable cultural, economic, and social benefits; it can achieve a competitive advantage, cost leadership, profitable financial performance, and finally customer satisfaction by paying special attention to the sustainability of the system. On the other hand, since hotel management is the beating heart of the tourism industry, it can create a competitive advantage by empowering employees, while making them aware of the importance of environmental issues and attracting their participation in the implementation of environmental policies. By creating a competitive advantage, hoteliers can reduce the total price of their services and attract the attention of a new range of environmentally friendly customers and tourists from all over the world through superiority, fame, credit, and distinction. The mentioned factors will lead to profitability and improvement of financial performance and ultimately increased customer satisfaction.

Social implications:

 Recognition of the sustainability of systems in the three aspects of economic, social, and environmental factors, not only leads to better operational results, but also decreases capital costs, improves company performance, and social factors such as social benefit activities, creates and maintains employment, improves the health and safety of employees, and improves social responsibility and social audit.

Originality/value:

 In this study, a dynamic model is developed based on the mutual and dynamic effects of economic, social, cultural, and managerial factors. It also allows hotel managers to manage their investments in different installments according to liquidity.