A Fuzzy Blannced Scorecard Approach for Evaluating the Performance of Services Offered by the Selected Group of Hotels in Yazd Province

Abstract

The aim of this research is to evaluate the performance of hotel services with Fuzzy BSC approach. Identification of the strengths and weaknesses of the hotel services from the financial, costumer, internal procedures, and growth and learning aspects are among the key aims of this research. The other aim of this study is to use the research findings in order to compile and formulate strategies for the survival of hotels in the future. As data gathering tool, this research has made use of questionnaires which were filled by university professors and the hotel managers and senior employees working in Yazd Province’s 3 and above stared hotels. Mixed BSC / FANP / FTOPSIS approach was used in order to evaluate the service provided in the hotels. Additionally, the critical indices of hotel performance were identified via the ratio of importance-performance and Pareto rule. Results manifest that the service provided in the selected hotels are desirable in the costumer and internal procedures aspects; while the hotels have weak performance in both financial, and growth and learning aspects. Also, eight components of hotel service performance assessment (including: uniqueness of the hotels’ services, capital return, room occupancy rate, employeeproductivity, effective usage of marketing information by the staff, bilateral relationship with costumers, ratio of net interest to total income and new servicing procedure) were identified as the critical indices of success. The costumer and internal procedure aspects were proved to be in the first and fourth place of importance respectively