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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  

Gandolfo Dominici

Università di Palermo

Rosa Guzzo

University of Rome, Tor Vergata

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

Dominici, Gandolfo and Guzzo, Rosa, Customer Satisfaction in the Hotel Industry: A Case Study from Sicily (November 19, 2010). International Journal of Marketing Studies, Vol. 2, No. 2, pp. 3-12, 2010. Available at SSRN: https://ssrn.com/abstract=1961959

Gandolfo Dominici (Contact Author)

Università di Palermo ( email )

Viale delle Scienze
Facoltà di Economia
Palermo, PA 90128
Italy

Rosa Guzzo

University of Rome, Tor Vergata ( email )

Via di Tor Vergata
Rome, Lazio 00133
Italy

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