Measuring Customer Satisfaction in the Hotel Industry Essay

Measuring Customer Satisfaction in the Hotel Industry - Essay lessonThis savaging effect of global economic crisis has proven to be a real challenge to the UK hotel pains. With a autumn in demand due to decrease in the number of travellers, UK hotels are pushed to intensify their marketing strategies to rap music the available market. One factor then that hotel owners should look at is how to drive the demand up basing on the lineament of their products and services.A careful investigation of this aspect of hotel business is of paramount interest both to the political sympathies and to the private sectors as well. It is also essential information to the UK Hotel nodes, both local and foreign. It is an interest to the government so that they will permit information as to where to help in improving the customer relations of UK Hotels. succession for the private sectors, this study will give valuable information as to how customer happiness coffin nail be improves, both in t he hotel and in the non-hotel effort. This study specifically touches on the aspect of customer atonement from the UK Hotel Industry, particularly to know if hotels are aware of the level of their customers satisfaction and to know what particular methods they use to look this. It also aims to look whether customer satisfaction varies with the type of hotels as to local or international, and as to big, metier or small hotelSpecifically, we wish to answer the following questions a) Is customer satisfaction important in the UK hotel industryb) How important is customer satisfaction to UK hotelsc) What is the level of implementation of customer related process within the hotel industryd) What is the level of awareness of the UK Hotels to TQMe) What methods of ensuring total quality are employed within the hotelf) What is the difference between local and international hotels in terms of customer satisfaction Small, medium and big THEORETICAL BASIS occupation Dictionary defines custo mer satisfaction as Degree of satisfaction provided by the goods or services of a firm as measured by the number of repeat customers (BusinessDictionary.com). BNET Business Dictionary defines it as the horizontal surface to which customer expectations of a product or service are met or exceeded (CBS Interactive Inc.). The increase in competition is forcing more businesses to give much attention to satisfying the customers (Authenticity Consulting, LLC). Customer satisfaction in the UK was tack together to be a key weapon for competitive differentiation and customer retention (Horsnell 1998). Because of this, guest satisfaction is found to be a common practice as managers found out that excellent customer service is essential for their organizations health (Horsnell 1998). Customer satisfaction is the paramount criterion used to determine the quality that is actually given to customers through products/services and other accompanying services (Vavra 1997). More and more studies have revealed the importance of customer satisfaction. It is of great importance to business firms as it fuels repeat purchases and word-of-mouth recemmendation (H.W Berkman 1986). Satisfaction reinforces dogmatic attitudes toward the brand, leading to greater likelihood that the