Guest Satisfaction atau Kepuasan Pelanggan

Menurut Kotler (1996:10) kepuasan pelanggan adalah “the extend to which product perceived performance matches a buyer’s expectation. If the product performance fall short of expectation, the buyers is dissatisfied. If performance matches or exceed expectation, the buyers is satisfied or delighted”.
Menurut Gundersen dkk (1996:13) kepuasan pelanggan adalah “post consumption evaluate judgement considering a specific product or services”.
Menurut Tjiptono (2004), kepuasan pelanggan adalah sebagai evaluasi secara sadar atau penilaian kognitif menyangkut apakah kinerja produk relatif bagus atau jelek atau apakah produk bersangkutan cocok atau tidak cocok dengan tujuan/pemakainya. Selengkapnya...

Why Hospitality Marketing Important?

As a manager, you will need to become familiar with marketing. Today, the customer is king. Satisfying the customer is a top priority in most businesses. Managers must realize that the cannot satisfy all customers, they have to choose their customers carefully. Managers must understand, to compete effectively for their chosen customers, manager must create a marketing mix that gives their target markets more value than their competitor's marketing mix. Marketing is a part of everyone job, from the receptionist to the board of directors. The task of marketing is never to fool the customer or endanger the company's image. Marketing task is to design a product service combination that provides real value to targeted customers, motivate them to purchase, and fulfill the real consumer needs.Marketing more than any other business, deal with customer. Creating customer value and satisfaction are at the hearth of hospitality industry marketing. Many factors contribute to making a business successful. The company must strongly customer focused and cantered. For instant, Accor Hotel has become one of the world's largest hotel chain by delivering L'espirit Accor, the ability to anticipate and meet the needs of their guests, with genuine attention to detail. And another example, Ritz Carlton Hotel promise and delivery truly "Memorable Experience" for its guests. And then Mc Donalds grew by providing its guests with QSCV (Quality, Service, Cleanliness, and Value).These are successful hospitality companies know that if they take care of their customers, market share and profit will follow.How about you as a manager?

The purpose of business is to create and maintain satisfied, profitable customers. Customer are attracted and retained when their needs are met. Not only do they return to the same cruise line, hotel, rental car and restaurant, but they also talk favourable to others about their satisfaction. Customer satisfaction leading to profit is the central goal of hospitality marketing.

What about profit?

Hospitality managers sometimes act as if today's profits are primary and customer satisfaction is secondary. This attitude eventually sinks a firm as it finds fewer repeat customers and faces increasingly negative word of mouth. Successful managers understand that profits are best seen as the result of running a business well rather than as its sole purpose. When a business satisfies the customers, the customers will pay fair price for the product or service. A fair price includes a profit for the company. Managers who forever try to maximize short run profits are short selling both the customer and the company.

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