Customer Satisfaction In The Hotel Case Study

Introduction

Nowadays, the hotel faces the issue that should be solved. Recent economic conditions are directly hit their sales. In order to gain more sales, the sales director needs to motivate staff. One of the best strategy to overcome economic conditions is to increase satisfaction among current customers. This paper indicates how this strategy improves the hotel’s sales. According to Lo Hyunjung Im Chen and Qu (2017), customer satisfaction in the hotel is defined an evaluation based on the total purchase and consumption experience with a good or service over time or the customer has emotional movement to notice difference between performance and service provided and expectations. Steven, Dong and Dresner (2012) discussed that the reason

Loyalty program means the program that is impressed customers to repurchase or practice the same services in the same place. For example, reward program or membership can be loyalty program. Martínez and Bosque (2013) explained behavioral and attitudinal loyalty program. Behavioral loyalty is stated customer’s action to obtain tangible or intangible products. Conversely, customers who have attitudinal loyalty recommend products or services to others. Kandampully, Zhang and Bilgihan (2015) inferred satisfaction in the hotel effects on customer’s feelings to recommend the hotel to new customers in the future. This recommendation proves both their satisfaction and service quality to the lodging experience. As a result, it is no doubt customer’s satisfaction and customer loyalty are positive relationships. Moreover, Kyguoliene, Zikiene and Grigaliunaite(2017) explained how loyalty program relates with sales. Monetary benefits such as discounts and bonuses build customer’s early decision. Furthermore, loyalty program provides customers with information of services and products so guests can save time and further customers purchase. Therefore, loyalty program development is important to increase