Improving the Customer Satisfaction in Hospitality Industry

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1 Improve Customer Satisfaction

Running Head: Improve the Customer Satisfaction

Improving the Customer Satisfaction in Hospitality Industry Zhang Hexin Tianjin University of Commerce TUC-FIU Cooperative School HFT3453 Lodging Operations Control Professor: Tao wei Date: April 14, 2012

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Abstract
This research paper aims to give the clearly definition of the customer satisfaction and give the substantial strategies to improve the customer satisfaction. From the research, we found that some companies fail to realize that for the hotel the customers include the two groups that are internal customers and external customers. Most method are focus on the customer satisfaction during the consumption and after the consumption, here I want to introduce a new concept that before the consumption we also can satisfy the customers. And for the different groups we must have different strategies. This paper tries to conclude and filter some experts’ opinions and also add some new ideas and to provide the efficient way for the hotels.

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Table of Contents
Introduction…………………………………………………………………………..4 Literature Review…………………………………………………………………….5 Definition of customer satisfaction……………………………………………..5 Different idea about how to improve the customer satisfaction………………..6 Discussion……………………………………………………………………………7 Definition of the customer satisfaction analysis………………………………..7 Internal customer satisfaction analysis…………………………………………8 External customer satisfaction analysis………………………………………...9 Conclusion…………………………………………………………………………..10 Reference……………………………………………………………………………11

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Introduction
Customer satisfaction has significant meaning for the hospitality industry. First, hospitality industry is belongs to the tertiary industry. Obviously, their main task is to provide the service, they make profit by provide to the service customers. So customers bring the profit to hotel, and the customer is the only way that the hotels make the money. Second, in the recently years, more and more hotels have been built, especially China, some cities have appeared the overbuilt phenomenon. So the competition within the hospitality industry is more and more intense. The quantity of the customers is limited, so if the hotel can satisfy the customer more efficiency than other hotels, they will gain more customers, especially the repeat customers, increase the customer loyalty, this not only will benefit for the certain hotel, but also will benefit the whole chain if it is the chain hotel. The more customers are means that the more profits the hotel will earn. Third, the power of the customer is significant. There is a Chinese proverb “into also Xiao He is defeated also Xiao He”. In the hospitality industry the “Xiao He” is referred to the customers. Customer like the free advertisement, they can pass the information by word of mouth. There is research indicate that if you lose a loyalty customer you may lose 100 potential customer. So satisfy the customer is very important for the hotel. Last, but not least, for the hotel, customer is not only refer to the customers but also refer to the employee. Employee is very important for the hotel, because they

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provide the service, the quality of the service determine the external customers’ satisfaction. If we want improve the satisfaction of external customers, we first should improve the internal employee’s satisfaction. All in all, the customer is god, hotel should try their best to satisfy the customers. Hotel must find the efficient ways to satisfy the customers, which help them make money and win in the competition.

Literature review
Can you imagine how many profits you will gain if you retain 5% of your customers? The answer is 25 to 125% profits. So you can see the important of the customer satisfaction. In order to understand the customer satisfaction more...
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