Customer Satisfaction Evaluation in the Tourism Industry. A Case Study of Chania

Abstract

The objective of the current study is to measure tourist satisfaction with the Greek tourism industry. As yet, very little research has been carried out in this area. MUSA (MUlticriteria Satisfaction Analysis) a multicriteria preference disaggregation method, is applied in order to measure tourists’ satisfaction with the popular visited Greek tourist destination of Chania. MUSA aggregates the individual preferences of a group of people (customer, employees, etc.) to a quantitative value function based on the system of values and preferences of this group. The study is, in particular, aimed to shed light on one of the satisfaction dimensions, namely the infrastructure of the area. The latter is a critical aspect concerning the perceived satisfaction level, but one that has been analyzed only to a small extent in the tourism literature. The findings of this research indeed reveal that first priority should be given to improvement in the infrastructure of the Chania prefecture. On the other hand, accommodation and catering facilities are found to be the region’s competitive advantages.