Diagnosing Guest Satisfaction in South African Hotels: The Case of East London, South Africa

Proceedings of The 5th International Conference on Business, Management and Finance

Year: 2022

DOI: https://www.doi.org/10.33422/5th.icbmf.2022.08.90

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Diagnosing Guest Satisfaction in South African Hotels: The Case of East London, South Africa

Vikelwa Judith Nomnga

ABSTRACT: 

In numerous hotels, quality service is highly employee-centred. This paper aims to analyse and gather information on the satisfaction of customers and the hotel that could be used to enhance the quality service in hotels. The strategic focus of the hotel is to determine guest satisfaction to accomplish this there is need to understand what constitute customer satisfaction in the hospitality industry. In essence, this paper explores the effect of guest satisfaction within the hospitality industry. Appreciating the variations between guests and providers in the applied dimensions of quality is crucial. The strategic focus of the hotel is to assess guests in order to optimise guest wealth so that the hotel can strengthen its departmental services by introducing more strategies using the service quality tool called guest content card (GCC). A hotel management intervention implements techniques for achieving satisfaction with service. In addition, a hotel establishment’s designation helps to assist a hotel in being a market leader. The researcher investigates guest satisfaction in hotels in East London (EL), South Africa. Data was gathered using the GCC quality of service tool. The findings of this manuscript contribute towards enabling numerous hotels in and around EL to develop efficient and effective guest services. Additionally, from the findings of this study, there will be an enhancement in the awareness of the variations between guests and essential facilities in the applied dimensions of quality. The findings of this study also provide the hotel management staff with an overview of the latest procedures for guest satisfaction calculation and management in EL hotels.

keywords: Service quality, customer loyalty, SERVQUAL, customer satisfaction, guest satisfaction