Customer Satisfaction: measurement and ways to increase (a case study of a hotel)

This graduation project is devoted to the customer satisfaction measurement. Customer satisfaction has become an important issue for commercial and public service organizations. The increasing competition has made hotel managers understand the importance of service quality in hospitality industry. To increase customer satisfaction it is essential to understand how the customer perceives the quality of service and to be aware of customer expectations and requirements. That is why it is important for companies to assess the quality of service and customer satisfaction using appropriate research method. The purpose of the study is to analyze the level of customer satisfaction of the Park Hotel and to develop practical recommendations to increase the level of customer satisfaction. The project includes five sections: introduction, three chapters, conclusion, bibliography and appendices. The graduation project contains: tables – 6, figures – 9, appendices – 3, pages – 70, including appendices. The first chapter discusses the theoretical aspects of evaluation of customer satisfaction, disclosed concept, role and objectives of evaluating customer satisfaction, describes the main methods to assess customer satisfaction and customer satisfaction evaluation techniques at the contact points. The second chapter provides organizational and economic characteristic of the company, analyzes the level of customer satisfaction at the hotel as well as an assessment of customer satisfaction at the contact points. In the third chapter examines ways to increase customer satisfaction with hotel services and develops a list of recommendations to improve customer satisfaction at the contact points. Customer satisfaction measurement has been carried out using two customer satisfaction research methods, such as Net Promoter Score (NPS) and Multiple Attribute Model. These two different methods of measuring customer satisfaction have been used in order to bring more objective results. In addition, the ratio satisfaction / importance have been found. Moreover, customer satisfaction at contact points has been measured using survey of two employees and two hotel guests. The following results have been obtained:- The total weighted score of customer satisfaction based on Multiple Attribute model is 7;- NPS index is 18%;- There are attributes that are related to the problem area requiring decisions to eliminate strategic deficiencies;- The level of customer satisfaction at the hotel is lower than the importance of all attributes;- There are several points of contact, received low scores and which require urgent solutions to increase the level of customer satisfaction.Analysis of customer satisfaction at the Park Hotel leads to the conclusion that the level of customer satisfaction is quite low and requires customer satisfaction increasing activities in many areas.To improve customer satisfaction at the Park Hotel the graduation project identifies ways to increase customer satisfaction with the hotel services and develops a list of recommendations to boost customer satisfaction at the contact points.