Customer Satisfaction in Hotel Industry †MyAssignmenthelp.com

Question: Discuss about the Customer Satisfaction in Hotel Industry. Answer: Conceptual Framework from the Articles According to Amin et al. (2013), the theory on customer satisfaction in the hotel industry has developed over the recent years, as many studies have been conducted with respect to this topic. Since the hotel industry is one of the fastest growing industries on a global scale, it is seen that the consumers are attracted towards the new products and services that are being offered by them. This has helped the hotel industry in satisfying the customers being providing them with premium quality of products and services (Mc Cullagh 2010). The article will deal with the satisfaction of the customers in the hotel industry. It will help in finding out the expectations that the customers have when they stay in a hotel for leisure or for business purposes. The customers need to feel that they are appreciated within the hotel so that the quality of service that will be provided to them can be high with respect to the expectations of the customers. The hotels need to keep up with the promise that they will deliver the best quality products and the services to the customers so that they can be satisfied with the quality of the hotel. The major disappointment that the customers face is when they find out that the products and services were not provided to them, which attracted them towards the hotel. This acts as a drawback for the customers, as they tend to find alternatives where they would find the premium quality of products and services (LE 2010). The hotel organizations need to have loyal customers so that they can come back to the hotel when they visit that particular place for rejuvenation or for business trips. The hotels need to analyze the feedbacks that will help them in serving the customers in an efficient manner. The loyal customers need to be provided with special gifts or discounts so that it can help them in being attracted to the particular company. The hotels need to make sure that the needs of the customers are met carefully so it can help in building up of personal assistance with the customers (Mc Cullagh 2010). Common themes from the articles: Customer satisfaction It is defined as the perception of the individuals over the performance of the products and services so that it can meet the expectation of the customers. The process in highly individualized and is based on the needs and the preferences of the customers. The delight of the customers happens when the products and services reach beyond the level of satisfaction and helps the customers in having a pleasurable experience within the organization. Some of the researchers are of the opinion that when the customers in the hotel reach higher than the level of tolerance within themselves with respect to the products and services that are offered to them by the hotel, the customers are delighted with the services. Customer loyalty Loyalty can be defined as the brands, products and services that are used by the consumers continuously when the customers choose their hotel rooms for their leisure or business purposes. To put it simply, customer loyalty is the commitment of the individuals to re-purchase the products and the services in the future, which causes a repetitive purchase of the same brands. Customer loyalty is important in the hotel industry, as it helps in retaining the customers so that the profits of the organization can be increased. The primary focus of the hotel organizations is to increase the volume of rent by increasing the level of usage and providing them with wide varieties of products and services. This will help in creating a bond between the customers and the hotel brand, which will help in bringing the customers on a repetitive manner. The hotel industry emphasizes primarily on the customer loyalty, as it will help them in the long-term success of the hotels (Torres and Kline 2013). Different themes from the articles: SERVQUAL model This model is used to measure the outcome of the customer satisfaction within the hotel industry. It is based on the evaluation of the clients with respect to the quality of service by comparing the obtained and the expected value and by considering the gaps that are present in the service. The model will help in measuring the quality in the hotel industry with respect to responsiveness, competence, courtesy, credibility, security, access, communication, understanding, reliability and tangibles. The scale in the model helps in providing a comparison between the expectation and the perception of the consumers. HOLSERV and Lodging Quality Index (LQI) HOLSERV is a form of questionnaire that helps in producing a reliable instrument, which is specific to the hotel industry. This scale is relatively shorter and is more user-friendly when compared to the SERVQUAL scale. The scale consists of seven points of rating where the minimum indicates poor and the maximum indicates as excellent on the scale. The LQI scale is built based on SERVQUAL model where the interviews are taken from the luxury as well as the economic hotels. This will help in comparing the feedbacks that are given by the consumers with respect to the satisfaction level of in the hotel industry (LE 2010). Limitations of the study The limitation in both the articles is that the size of the sample, which is smaller in nature. The study needs to be conducted on a larger base of population so that the sample can be studied based on the quantitative and the qualitative type of research process. The concept of customer delight and customer loyalty needs to be explored further. Future research The research can be carried for the future, which will help in taking a larger base of population as the size of the sample for the research process to be more accurate in nature. The interview process with the managers of the hotels can be conducted in a better manner so that it will help in identifying the delights of the customers and provide better ideas about the increment in the profit levels for the hotels. References Amin, M., Yahya, Z., Ismayatim, W.F.A., Nasharuddin, S.Z. and Kassim, E., 2013. Service quality dimension and customer satisfaction: An empirical study in the Malaysian hotel industry.Services Marketing Quarterly,34(2), pp.115-125. LE, N., 2010. Service quality and customer satisfaction in the hotel industry. Mc Cullagh, R., 2010. Customer retention management in the hospitality industry: a profile of the hotel industry in Donegal. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry.International Journal of Contemporary Hospitality Management,25(5), pp.642-659.