Mohsen Arfa - R & D Manager of Simorgh Grand Company
Ebrahim Emami - General Manager of Simorgh Grand Company
Marzieh Behzadpour - Training Manager of Simorgh Grand Company

Since there are many approaches of service and customer satisfaction audit, this study tends to use the information gathered by data mining of TripAdvisor website as a source which is internationally and widely used by many individuals and has strict policies for real users authentication. We used the Simorgh hotel of Tehran as the case study and the analysis of data mining showed that with the new technique of directorship and optimized adopted new applied standards of service, revenue management and renovation of amenities, it improved 6 elements of brand value, rooms, service, sleep quality, cleanliness and overall opinion of the guests factor by 10.3% , 11.84% ,10.95% , 6.87% , 8.12% and 8.81% respectively compared to the former management. The variance of the data collected from March 2006 to March 2017 was 0.67 and from April 2017 to April 2019 was 0.60. The comparison of variances manifested that in the new administrative method guests had a closer desirable experience than before.

TripAdvisor, Data Mining, Simorgh Hotel, Brand Value, Guest Experience