Customer Satisfaction in the Hotel Industry: A Case Study from Sicily

International Journal of Marketing Studies 10/2010; 2(2). DOI: 10.5539/ijms.v2n2p3
Source: DOAJ


In order to be successful in the market it is not sufficient to attract new customers managers must concentrate onretaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotelindustry customer satisfaction is largely hooked upon quality of service. A management approach focused oncustomer satisfaction can improve customer loyalty, thus increasing the positive image of the touristicdestination. 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 customerswill return to a hotel or advise it to other tourists, is pivotal to the success of the hospitality business. Neglectingto pay attention to those hotel attributes considered most important by guests, may lead to negative evaluation ofthe hotel, thus restricting the chance of repeat patronage. We perform a qualitative analysis of a large hotel inSicily (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 eachservice supplied. We conclude discussing the result and proposing improvement in customer satisfactionmanagement of the hotel.

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Available from: Gandolfo Dominici,
    • "Customer satisfaction is a business philosophy that highlights the importance of creating value for customers, anticipating and managing their expectations, and demonstrating the ability and responsibility to satisfy their needs (Dominici & Guzzo, 2010). "
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    ABSTRACT: This study provides insight into the hotel characteristics that have a significant association with customer satisfaction. Data related to a sample of 6768 hotels located in 47 capital cities in Europe are analysed by using a linear mixed model technique. The results confirm the findings of previous studies, which state that hotel star rating is the single most important factor that influences customer experience. Furthermore, the presence of air-conditioning devices in rooms, a bar located within the hotel area, access to Wi-Fi Internet free of charge, membership in a branded hotel chain and price have significant positive associations with customer satisfaction (ceteris paribus). Variables that appear to be adversely associated with customer satisfaction are distance from the city centre, size of the hotel, and general hotel price level in the city where the hotel is located.
    Tourism Management 12/2015; 51:13-21. DOI:10.1016/j.tourman.2015.04.002 · 2.57 Impact Factor
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    • "If the hotel industry can easily understand and satisfy customer needs, they will conceivably make greater profits than those who fail to satisfy them. Dominici and Guzzo (2010) also stated that as the cost of attracting new customers is higher than the cost of retaining the existing ones, therefore, managers must focus on retaining the existing customers by improving policies and procedure in managing customer satisfaction and customer loyalty. Customer satisfaction is the most important criteria in determining the quality of service delivered to customers through the products or services and other supplementary services (Wai & Low, 2005). "
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    ABSTRACT: Branding was known to be important in an organization. Through effective and efficient branding research and development it was believed that the attainment of prosper organizational return on investment (ROI) can be viably achieved. Therefore, establishing a strong brand image is inevitable towards the overall organizational success. This research is conducted to study the importance of brand image towards customer's satisfaction and to examine whether the brand image influences customer's satisfaction. Citing from the previous literature review it was found that brand image was among the first constituent that customers will adhere when selecting accommodation. In this study, a total of 300 questionnaires were deployed with 75% response rates. The finding was found to be intriguing and revealed that brand image does influence customer satisfaction in the Malaysian Hotel Industry context. Thus, this study is valuable to further strengthen the understanding of what customers really want while choosing a hotel. Nonetheless, this study has the capacity to offer hotel operators to plan, formulate, and decide to what extent they should improve their brand image to compete in a long run.
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    • "The main differences between the Kano Model and other models of customer satisfaction widely used in literature – such as SERVQUAL (Parasuraman et al., 1988) and the Critical Incident Approach (Hayes, 2008; Dominici and Guzzo, 2010) – are that the Kano model: • Overturns the conviction that there is a linear relationship between a certain feature in a product/service and the degree of customer satisfaction. Kano noticed that customer requirements are not equivalent: some requirements, in fact, are capable of generating more satisfaction than others. "

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