Customer Satisfaction in the Hotel Industry: A Case Study from Sicily
International Journal of Marketing Studies, Vol. 2, No. 2, pp. 3-12, 2010
10 Pages Posted: 2 Dec 2011
Date Written: November 19, 2010
Abstract
In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotel industry customer satisfaction is largely hooked upon service quality. A management approach focused on customer satisfaction can improve customer loyalty, thus increasing the positive image of the touristic destination. Hence, exploring the importance for customers of hotel attributes in hotel selection is indispensable.
Research on the topic of guest satisfaction, which translates into the consideration of whether or not customers will return to a hotel or advise it to other tourists, is pivotal to the success of the hospitality business. Neglecting to pay attention to those hotel attributes considered most important by guests, may lead to negative evaluation of the hotel, thus restricting the chance of repeat patronage. We perform a qualitative analysis of a large hotel in Sicily (IT), the Sporting Club Hotel in the town Cefalù, using the Critical Incident Approach (Hayes, 2008).
Through the analysis of this case we evaluate the overall customer satisfaction level for the hotel and for each supplied service . We conclude discussing the result and proposing improvement in customer satisfaction management of the hotel.
Keywords: Customer satisfaction, Hotel industry, Service quality
JEL Classification: L83, M31
Suggested Citation: Suggested Citation
Do you have a job opening that you would like to promote on SSRN?
Recommended Papers
-
Promotional Chat on the Internet
By Dina Mayzlin
-
The Effect of Word of Mouth on Sales: Online Book Reviews
By Judith A. Chevalier and Dina Mayzlin
-
The Effect of Word of Mouth on Sales: Online Book Reviews
By Judith A. Chevalier and Dina Mayzlin
-
Word-of-Mouth for Movies: Its Dynamics and Impact on Box Office Revenue
By Yong Liu
-
Do Online Reviews Matter? - an Empirical Investigation of Panel Data
By Wenjing Duan, Bin Gu, ...
-
Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms
-
Self Selection and Information Role of Online Product Reviews
By Xinxin Li and Lorin M. Hitt
-
By Chris Forman, Anindya Ghose, ...
-
By Michael Trusov, Randolph E. Bucklin, ...