Satisfaction of customers is one of the most critical philosophies in business
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Justification
Satisfaction of customers is one of the most critical philosophies in business, which tends to the creation and establishment of value for customers, managing and anticipating their expectations and needs, and showing the responsibility and ability to satisfy their needs. Customer satisfaction and quality of service are essential factors for success for any kind of business not just in hospitality. Enterprises exist solely because they have consumers to attend to and serve. The key to achieve sustainable competitive advantage depends on the delivery of service of high quality that usually leads to satisfied customers. Customer satisfaction and service quality are key elements in the battle to achieve and attain customer retention and customer satisfaction (Dube and Renaghan 78- 88).
Customer satisfaction results from the perception of the customers of the value received in a relationship or transaction, where value is the same as the service quality perceived, when compared to the value of the expected relationships or transactions with competitive vendors. Therefore, for a vendor to attain customer satisfaction, it is essential to anticipate and recognize the wishes of the clientele and to have the capacity to satisfy and meet them. Businesses that have the ability to recognize and satisfy the needs of the customers quickly make more profits than those businesses that refuse to understand and meet them. Since the expenditure of drawing new clientele and keeping old ones is higher, managers must insist on retaining existing customers to cut costs by implementing effective and efficient policies of customer loyalty, comfort and satisfaction. This is especially critical in the hotel industry (Dube and Renaghan 78- 88).
At present, one of the chief issues in the hotel industry for the managers is the ability and knowhow to provide and sustain customer comfort and satisfaction. Requirements of customers for quality service in the hotel and tourism industry become exceedingly evident to relevant professionals. In this case, providing services of high quality and improving the satisfaction of customers are widely seen as crucial elements boosting the performances of businesses and enterprises in the hotel industry. Hotels with excellent service quality will in the end improve their profitability. In a hospitality industry with high levels of competition, among enterprises that offer homogenous services, individual enterprises have to be able to satisfy their customers better than their competitors are (Cadotte and Turgeon 45- 51).
To attain loyalty and to surpass competitors, hoteliers must be able to attain high levels of satisfaction for the customers for the services offered. Numerous studies analyze the desires and needs of the hotel customers and guests. A research by Wuest in 1996 defined the perception of the attributes of a hotel as the level to which tourists and guests might find a number of facilities and services critical for their stay in a hotel (Wuest 77- 93). Hotel attributes like security, cleanliness, and price, personal service, and location, opportunities for relaxation, safety and physical attractiveness are recognized as some of the key decisive by hotel guests to assess the quality of the hotel (Knutson).
As it follows, the examination of the issue of perceptions of security as one of the major decisive by hotel guests in assessing the quality of a potential hotel is essential as it helps in showing how essential customer satisfaction is, and how hoteliers have to recognize some of the needs and the wants of customers so as to be able to satisfy them. Security, as it will be seen later, is one of the key concerns in hotel guest, as they constantly worry about their safety especially when away from home and when in unfamiliar areas. Examining this topic, therefore, is critical especially for hoteliers as it implies how essential the issue of security is in the determination of whether a hotel will retain its customers and competitive advantage or not.
Work cited
Cadotte, R. and Turgeon, N. ‘Key factors in guest satisfaction’. The Cornell Hotel and Restaurant Administration Quarterly (1998); 45–51.print.
Dube, L. and Renaghan, M. ‘Building Customer Loyalty’. The Cornell Hotel and
Restaurant Administration Quarterly, (1999): 78-88. Print.
Knutson, B. J. ‘Frequent travelers: Making them happy and bringing them back’. The Cornell Hotel and Restaurant Administration Quarterly, 29 (1988): 83-87. Print.
Wuest, S., TAS, F., Emenheiser, A. What do mature travelers perceive as important hotel/motel customer service? Hospitality Research Journal 20. 2 (1996): 77- 93. Print.
