International Conference on Innovative Strategy
2019 Marketing and Tourism (ICSIMAT) University of Chios, Greece June 20 - 25, 2019
Services in the hospitality industry are centered on the guest. Hence, being able to identify different kinds of guests and anticipate their needs is important to the management of efficient services related to hospitality. Moreover, in this modern era of consumer activism and media crusades, no service failure, especially in the hospitality industry, can be taken lightly. While dealing with and resolving customer complaints as soon as they come to the notice of the organization is an imperative, equally important is a thorough and systematic analysis of guest feedback and complaints. This provides the management with the requisite insight as to the reasons behind specific complaints and enables them to decide upon effective measures to lessen if not negate service failures. In addition, a professional analysis and interpretation of guest data helps organizations locate and identify hidden trends, making it easier to trace the source of service failure or mistake.
Keywords: Guest, guest complaints, word of mouth, guest’s motivation, managing complaints.
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