In the tourism industry it is common that the information obtained from customers can be varied, dispersed, and with high volumes of data. In this context, the automatic analysis of information has been proposed through electronic customer relationship management, which refers to marketing activities, tools and techniques, delivered with the use of electronic channels for the specific purpose of locating, building and improving long- term relationships with customers, to enhance their individual potential. In this paper, we refer to the analysis of information in three aspects: customer satisfaction, the study of customer behavior and the forecast of tourist demand. Specifically, we have created a novel dataset comprising the non-verbal preference assessment of tourists who are clients of the Sol Cayo Guillermo hotel belonging to the Melia hotel chain, in Jardines del Rey, Cuba. Then, by applying Computational Intelligence algorithms to this dataset, we achieve segment customers according to their non-verbal preferences, in order to increase their satisfaction, and therefore the client profitability. In order to achieve a good performance in the realization of this task, we have proposed two modifications of the Naïve Associative Classifier, whose results are compared with the most relevant computational algorithms of the state of the art. The experimentally obtained values of balanced accuracy and averaged F1 measure show that, by clearly improving the results of the state-of-the-art algorithms, our proposal is adequate to successfully use electronic customer relationship management in the tourist services provided by hotel chains.

To address the personalization of customer service in four-star hotels in Cuba, this research takes up the precepts of non-verbal communication and Customer Relationship Management. The Systemic Method and its treatment through the Soft Systems Methodology are applied. With information obtained from the Sol Cayo Guillermo hotel, belonging to the Jardines del Rey tourist center, in Cuba, a grouping of the essential elements in customer satisfaction generated with the use of Computational Intelligence algorithms was used. In the end, we introduce a training program for the personalization of customer service based on the non-verbal communication system to enhance service in four-star hotels in Cuba. As a main result, the experts agree that the proposed training program will have a positive impact on the worker–client communication relationship to increase customer profitability in four-star hotels in Cuba.

Imbalanced data constitutes a challenge for knowledge management. This problem is even more complex in the presence of hybrid (numeric and categorical data) having missing values and multiple decision classes. Unfortunately, health-related information is often multiclass, hybrid, and imbalanced. This paper introduces a novel undersampling procedure that deals with multiclass hybrid data. We explore its impact on the performance of the recently proposed customized naïve associative classifier (CNAC). The experiments made, and the statistical analysis, show that the proposed method surpasses existing classifiers, with the advantage of being able to deal with multiclass, hybrid, and incomplete data with a low computational cost. In addition, our experiments showed that the CNAC benefits from data sampling; therefore, we recommend using the proposed undersampling procedure to balance data for CNAC.

In the supervised classification area, the algorithm selection problem (ASP) refers to determining the a priori performance of a given classifier in some specific problem, as well as the finding of which is the most suitable classifier for some tasks. Recently, this topic has attracted the attention of international research groups because a very promising vein of research has emerged: the application of some measures of data complexity in the pattern classification algorithms. This paper aims to analyze the response of the Customized Naïve Associative Classifier (CNAC) in data taken from the business area when some measures of data complexity are introduced. To perform this analysis, we used classification datasets from real-world related to business, 22 in total; then, we computed the value of nine measures of data complexity to compare the performance of the CNAC against other algorithms of the state of the art. A very important aspect of performing this task is the creation of an artificial dataset for meta-learning purposes, in which we considered the performance of CNAC, and then we trained a decision tree as meta learner. As shown, the CNAC classifier obtained the best results for 10 out of 22 datasets of the experimental study.