An approach to define service strategies : the case of an ecotourism hotel in Mexico

Purpose: This article harmonizes the causal diagram with the objective tree to evaluate service quality and to identify action strategies that improve the quality of service in the hotel industry.Design/methodology/approach: In stage I, we obtained the quality perception records of 127 historical costumers, and 384 questionnaires. Subsequently, a causal diagram was generated in stage II. And finally, the above-mentioned strategies were created. The Causal Diagram clarifies the relationship between customer complaints and company weaknesses.Findings: The goal tree makes it possible to categorize these strategies according to target levels.Research limitations/implications: Costumers' opinions could generate biases in their responses. Future studies must consider other methods, such as Fuzzy Logic to reduce this bias.Practical and social implications: This study approach can be replicated in other industrial sectors and is particularly useful for defining improvement plans related to service quality.Originality/value: The integration of these tools will allow managers to better understand the experiences reported by guests because it allows understanding of the behaviors between the variables that influence the quality of service and the variables under the tangible elements of the service.