The Guest Questionnaire
Tired Hotel Industry Legacy or Service Encounter Goldmine?
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The paper-based guest questionnaire, also commonly known as "comment card", is an old hotel tradition that is the mainstay of guest feedback elicitation. Primarily used to measure satisfaction, the questionnaire is a faulty survey instrument that can yield inaccurate and unreliable data. The trend for e-questionnaires adoption necessitates re- evaluation of the role of the paper questionnaire in contemporary hotel management. Using a service innovation approach, questionnaire functionality is explored in a way not previously considered in the hospitality management literature, namely as a vehi...
The paper-based guest questionnaire, also commonly known as "comment card", is an old hotel tradition that is the mainstay of guest feedback elicitation. Primarily used to measure satisfaction, the questionnaire is a faulty survey instrument that can yield inaccurate and unreliable data. The trend for e-questionnaires adoption necessitates re- evaluation of the role of the paper questionnaire in contemporary hotel management. Using a service innovation approach, questionnaire functionality is explored in a way not previously considered in the hospitality management literature, namely as a vehicle and catalyst for enhanced customer satisfaction via remote service encounters. The questionnaire is appraised in terms of the antecedents and consequences of its usage. This innovative research on the main hotel business stakeholders in Asia Pacific uses both qualitative and quantitative methods such as content analysis, focus groups and in-depth interviews. This book has practical applicability and implication for customer communication in the hotel industry and the wider services industry, and extends the discourse on service encounters.
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