Customer Satisfaction Measurement Practice in United Kingdom Hotels

David Gilbert · Stefan Horsnell

57 citations0/0 files storedJournal of Hospitality & Tourism Research

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Abstract

Competition in the service industries has been intensifying throughout the past two dec ades and shows little sign of decelerating in the near future. This trend, combined with in creasing consumer sophistication and unparalleled media focus, has made the interrelated issues of service quality and customer satisfaction the key marketing weapons in the battle for competitive differentiation and customer retention. As part of this competition, guest satisfaction measurement has become common practice; however, the cathartic experi ence of a mediocre or poor stay in a hotel is not being assessed adequately. Paradoxically, research reveals that most managers realize that quality customer service is essential for their organizations' health, leading to the question of why the legacy of seeming incapaci tation persists. This article offers further evidence of current practice, setting out a check- list criterion against which U.K. hotels in the mid to luxury categories are assessed as to their guest comment card design and policy.

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1985A Conceptual Model of Service Quality and Its Implications for Future Research 1984A Service Quality Model and its Marketing Implications 1970Marketing Research 1982An Investigation into the Determinants of Customer Satisfaction 1995Why Satisfied Customers Defect 1991Understanding Customer Expectations of Service 1987Expectations and Norms in Models of Consumer Satisfaction 1983Modeling Consumer Satisfaction Processes Using Experience-Based Norms

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