Role of Big Data and Analytics in Measuring Service Quality

The integration of big data and analytics has fundamentally transformed service quality measurement in the hospitality industry. This chapter examines how organizations leverage big data technologies, analytical frameworks, and data-driven decision-making to enhance service excellence and total quality management practices. Drawing from contemporary research, the chapter explores the evolution from traditional quality measurement approaches to sophisticated analytics-driven methodologies that enable real-time monitoring, predictive insights, and personalized service delivery. The discussion encompasses big data infrastructure, analytical techniques including sentiment analysis and machine learning, implementation frameworks, and the convergence of Quality 4.0 principles with Human Sigma concepts.

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